Applying the Analytic Hierarchy Process Decision Analysis to Better Understand Adoption Intentions of Mobile Banking

Abstract

The purpose of this study was to examine the influencing factors of the adoption intention of mobile banking from a bank perspective. The survey data were conducted from a selection of mobile banking, and were analyzed by the analytic hierarchy process (AHP) decision analysis to explore adoption intentions in the context of mobile banking. The results of the AHP decision analysis revealed that the “convenience” and the “personalization” were the most important factors for mobile banking from a bank’s perspective. Furthermore, the research findings illustrated theoretical and practical implications for mobile banking development and indicated how to reinforce the “location-based benefits” and the “transaction speed” in order to create customer adoption intentions via a bank perspective.