CONSUMER SWITCHING BEHAVIOR FROM ONLINE BANKING TO MOBILE BANKING

Abstract

Through investigating factors that influence consumers to make a transition from online to mobile banking, this empirical study shows that relative attitude and relative subjective norm positively motivated respondents to switch from Internet to mobile banking while relative perceived behavior control deterred respondents from transitioning. Empirical results also demonstrated that Internet banking is superior to mobile banking in terms of consumer relative compatibility, self-efficacy, resource facilitating conditions, and technology facilitating conditions. Meanwhile, mobile banking emerged as superior to Internet banking for other constructs. By adding a comparative concept into an extended decomposed theory of planned behavior (DTPB) model, this study may expand the applicable domain of current social psychology theories from the adoption of single products or services to the choice between competing products or services that achieve similar purposes and functions.