R. Tamilselvi|P. Balaji
The Key Determinants of Behavioural Intention Towards Mobile Banking Adoption
research conducted understand customer behaviour mobile banking usage intention adoption primary objective explore factors determining behavioural intention mobile banking adoption practices among bank customers study area empirical research design adopted employing survey method collect responses target population convenient nonprobability sampling method primary data collected subjected analysis using spss version 170 statistical tools percentage analysis descriptive statistics independent sample test analysis variance multiple regression analysis empirical evidences reveal performance expectancy effort expectancy habit trust significant positively influencing behavioural intention mobile banking whereas hedonic motivation significant negative influence behavioural intention mobile banking study concluded banks advertise promote mobile banking handsets live demonstration counters selected branches manned dedicated staff adopt various promotional activities enhancement digital literacy financial inclusion government schemes banks must extensively engage promotion digital based initiatives launched government india engage customers install banking apps like bhim phonepe payment banks etc facility effortless banking palms research paper aims exploring various insights related behavioural intention towards adoption mobile banking especially among youth chennai city hyderabad city study also aims explore key determinants mobile banking adoption among customers public private sector bank customers