Waranpong Boonsiritomachai|Krittipat Pitchayadejanant
Determinants affecting mobile banking adoption by generation Y based on the Unified Theory of Acceptance and Use of Technology Model modified by the Technology Acceptance Model concept
Burapha University|Burapha University
abstract study undertaken explore determinants affecting behavioral intention adopt mobile banking among generation based theoretical model incorporating unified theory acceptance use technology utaut technology acceptance model tam study revised extended model proposed order better explain mobile banking adoption moreover aim determine mediating effect hedonic motivation independent mobile banking adoption proposed model empirically tested using survey data provided 480 respondents analyzed using structural equation model sem analysis results indicated revised model good fit context mobile banking adoption generation addition hedonic motivation mobile banking users identified important factor motivating customers adopt mobile banking whereas mobile banking system security negative relationship hedonic motivation results used banking institutions develop strategies improve services order increase adoption mobile banking among generation