Title: Examining the factors affecting mobile banking adoption among users in the Himalayan region of Uttarakhand: an extension of the technology acceptance model through structural equation modelling

Authors: Kamlesh Kohli; Bipin Kumar; Pooja Kohli; Monika Kashyap

Addresses: School of Management and Commerce Studies, SGRRU, Dehradun-248001, Uttarakhand, India ' Department of Economics, BGR Campus, HNB Garhwal University, Pauri-246001, Uttarakhand, India ' Department of Commerce, Chauras Campus, Hemvati Nandan Bahugana Garhwal Central University (A Central University), Srinagar Garhwal-246174, Uttarakhand, India ' Department of Business Management, Chauras Campus, Hemvati Nandan Bahugana Garhwal Central University (A Central University), Srinagar Garhwal-246174, Uttarakhand, India

Abstract: This research explores factors influencing the adoption of mobile banking applications within the context of the extends traditional technology acceptance model (TAM) model by incorporating four additional customer-focused constructs. Conducted among individuals from both rural and urban areas of Uttarakhand, India, the study utilised a questionnaire distributed through Google Forms. Analysing data with Smart PLS 3, the findings indicate that perceived ease of use, personal Innovativeness, and self-efficacy significantly impact mobile banking adoption intention, while perceived usefulness, subjective norm, and trust factors have negligible effects. The study concludes that the TAM model effectively assesses the technological adoption of mobile banking applications. With increasing demand and competition among banking institutions introducing diverse mobile platforms, consumers are drawn to third-party apps, prompting banks to enhance features. The research delves into the evolving consumer preferences and variables influencing the adoption of mobile banking applications in this dynamic landscape.

Keywords: technology acceptance model; TAM; mobile banking; adoption intention; perceived usefulness; perceived ease of use.

DOI: 10.1504/IJEBANK.2024.139221

International Journal of Electronic Banking, 2024 Vol.4 No.3, pp.294 - 317

Received: 23 Jan 2024
Accepted: 24 Mar 2024
Published online: 26 Jun 2024 *

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