ZBB 2022, 1
What Drives Mobile Banking Adoption? – An Empirical Investigation Using Transaction Data
This paper examines drivers of mobile banking adoption by analyzing large-scale transaction data of retail banking clients. We find that the overall demand for financial services is associated with faster mobile banking adoption. Moreover, customers who already use online banking services and show digital skills in their payment behavior, tend to adopt mobile banking faster. Also, adoption rates are higher among the young. Finally, the well-documented gender gap in mobile banking adoption appears to have vanished in recent years: towards the end of our period under review, men and women adopt mobile banking equally. Our results contribute to the literature by addressing novel research questions regarding the fastest growing banking channel. Moreover, our findings carry important managerial implications as they help bank managers in the customer segmentation process and the promotion of mobile banking services.
Contents
- I. Introduction
- II. Literature and Hypotheses
- 1. General Overview of the Literature
- 2. Customer Needs
- 3. Customer Skills
- 4. Customer Demographics
- 5. Controls
- III. Data
- IV. Empirical Strategy and Results
- 1. Cox Proportional Hazard Model
- 2. Drivers of Mobile Banking Adoption
- V. Discussion and Conclusion
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- *)Dr., Mittelstand.ai GmbH & Co. KG, Giessen
- **
- **)Prof. Dr., Behavioral Finance Research Group, University of Marburg
- ***
- ***)Prof. Dr., Institute of Financial Services, University of Giessen
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