International Bulletin of Business Administration ISSN: 1451-243X Issue 10 (2011) EuroJournals, Inc. 2011 http://www.eurojournals.

com

Examine the Customers' Attitude to Mobile Banking Based on Extended Theory of Planned Behaviour (A Case Study in EN Bank)
Abdoul Reza Beiginia Assistant Professor, Department of Management, Faculty of Humanities Shahed University, Tehran IRAN E-mail: beiginia@shahed.ac.ir Ali Soleimani Besheli Department of Management, Faculty of Humanities Shahed University, Tehran - IRAN E-mail: asoleimani@shahed.ac.ir Morteza Ahmadi Department of Management, Faculty of Humanities Shahed University, Tehran - IRAN E-mail: m.ahmadi@shahed.ac.ir Mahmoud Esfandiari Soluklu Department of Management, Faculty of Humanities Shahed University, Tehran - IRAN E-mail: esfandiari@shahed.ac.ir Abstract This study was conducted with the aim of identifying the type of customers' attitudes toward mobile banking and factors affecting their attitudes to behavior using the extended theory of the planned behavior model. In most previous researches, attitude, subjective norm and perceived behavioral control are recognized as determinants of behavioral intention and technology adoption. However, it seems other influential factors such as quality of mobile banking services and its related factors such as quality of information, network security, and ease of use, the bank's reputation and the speed of transactions also have a role in explaining the users' behavior. Considering the importance of the issue, the research hypotheses designed adding factors related to the network quality into the basic theory of planned behavior and developing the models, and they tested with emphasis on the adoption of mobile banking from EN Bank customers in Tehran. The results of statistical analysis have revealed that adding factors related to the quality of the network into the basic model, significantly increases the determination power of "attitudes to behavior" construct from 0. 23 (in the basic model) to 0.57 (in the developed model) and also increase the determination power of "behavioral intention" construct from 0.56 to 0.64. So the results have shown that the extended theory of the planned behavior model compared with the basic model has the more power to predict customers' behavioral intention regarding internet banking. 25

Keywords: Mobile banking, technology adoption, extended theory of planned behavior, quality of mobile network

1. Introduction
Today, the banking industry is changing rapidly. Development of international economic and competitive markets also has affected the banks. Technology is a major force in this environment that led to breaking the geographical, legal and industrial barriers and has created new products and services. In recent years, with growth and development of information technology, all aspects of human life have been radically transformed. Meanwhile, financial institutions like banks are not the exception, and have undergone major changes in the management methods and processes and systemoriented and information-based businesses [7]. In recent years, mobile banking services along with Internet Banking Services have fundamentally changed the ways and methods of doing daily activities by bank customers, and banks have also used it not only as a new way to increase customer satisfaction, but also as a model strategy to reduce costs and increase profitability [8]. Meanwhile, mobile banking is one of the main branches of the mobile commerce that has critical and influential role on other areas of the business. Mobile banking is a payment method that applying it in an appropriate manner can greatly reduce the banking costs [1]. To survive in the competitive world of modern banking, banks need to pay attention to optimized management of necessary costs in using various technologies, and use the best methods to create minimum cost for banks. Use of mobile banking greatly reduces the banking costs. On the other hand, it increasingly provides customer satisfaction through easy access to financial transactions at any time and place with the lowest possible tool (just a mobile phone) instead of waiting hours in line at the box office bank [2]. The term "mobile banking" refers to the use of mobile as a channel of offering and delivering banking services which includes traditional services such as funds transfer, as well as new services such as online and electronic payments. In fact, mobile banking is defined as doing bank transactions via mobile phone [8] [12]. Mobile banking services will continue to grow so that economic experts forecast that by 2013, 300 billion transactions worth more than 860 billion dollars will be done through mobile banking [14]. Meanwhile, one of IT management concerns, particularly in the field of mobile banking is the attitude of customers to this technology and its adoption among customers [3]. Studying the determinants of mobile banking adoption will lead to a better understanding of beliefs and ideas that propel the potential users to use the new technologies, and considering how and types of users' attitudes, creates the conditions that accelerates the adoption of mobile banking by customers. So, with the aim of identifying factors related to behavioral intentions of customers in using mobile banking services, the current research investigates the extended theory of planned behavior Model in the field of mobile banking among EN Bank customers.

2. Problem Statement
Iran is considers as a young country in the field of electronic banking and needs to grow and promote in this sector to be able to achieve its objectives in financial systems according to its twenty-year vision, as a prerequisite of development [4]. Although more than three years have been passed since the first activities of banking network to offer the mobile banking services to customers, but still this service has not welcomed considerably by customers. Today, despite the late acceptance of mobile banking in Iran, the banks seem to be aware of the opportunities that the technology provided for them. On the other hand, despite the many investments made in the field of mobile banking, reports indicate that the technology is not used by some users, despite they have access it. So, investigating the behavioral factors influencing customer adoption of mobile banking will make the banking system to identify factors related to adoption of this technology and to strengthen the factors to encourage customers to use these services and thus to develop the electronic banking. This reveals the need to 26

perform studies to identify determinants of mobile banking system adoption and the type of customers' attitude to it.

3. Theoretical Framework
One of the important issues in IT-related studies is to identify factors that cause people to adopt the new technologies and information systems and to use them [11]. Various models are used to study the factors influencing adoption of new information technologies. Original concept underlying all models of technology adoption is shown in Figure (1):
Figure 1: Primary Model of Technology Adoption

Personal Reaction to Using of Technology

Behavioral Intention

Actual Usage

Based on the technology adoption model, the behavior of the use of an information technology is determined by the intention to use that specific system and intention to use, in turn, is determined by the amount of usefulness of the technology from the perspective of the user and ease of use the system [6]. 3.1. Theory of Planned Behavior (TPB) Theory of planned behavior is a social cognitive theory, which is designed to understand and predict (determine) the doing or not doing the human behavior and it is the developed form of the Theory of reasoned action. The theory of reasoned action was developed by Fishbein and Ajzen [2] in 1975. Entering construct "perceived behavioral control" as determinant of behavioral intention and behavior, Ajzen developed the theory of reasoned action and called it the theory of planned behavior, in 1985 [14]. This theory also tries to predict the involuntary behaviors considering the perceptions of performance control. Theory of planned behavior was designed to eliminate defects and deficiencies of studies that aim to investigate the relationship between attitudes and behavior, and it determines the impact of three factors "attitude", "subjective norms" and "perceived behavior control" on the behavioral intention [18]. In fact, attitude is people's general feelings about desirability or undesirability of a subject or specific behavior [10]. Subjective norm refers to individual's perception of the important people's opinions to do or not to do the behavior. In other words, the subjective norm is perceptions about the community opinions to do or not to do the behavior by individuals [9]. Perceived behavior control construct is the individual's perception about ease or difficulty of doing behavior and shows the of individual's perception of required skills, resources and opportunities to perform the behavior [10] (Fig. 2). TPB was designed for situations where people have not complete control over their behavior. According to this theory, behavior is a direct function of behavioral intentions (desire to doing the job) and perceived behavioral control. Attitude is defined as positive or negative feelings about doing the behavior [7]. Subjective norm refers to social pressures perceived by individuals to do or not do the target behavior. People often act based on their perceptions of what others think they should do, and their intention to accept the behavior is potentially influenced by people who have close connections with them [15]. Normative belief refers to the perceived expectations of individuals or specific reference groups as well as personal motivation to motivate the individuals to do the target behavior, despite the perceived expectations [6]. Behavioral intention is the intensity of individual's willingness to perform the target behavior [17]. Perceived behavioral control 27

indirectly through intentions and directly when the person does not have complete control over the behavior, and when individual perceptions is based on control beliefs, affects the individual's behavior [6].
Figure 2: Theory of Planned Behavior (TPB)
Attitudinal Belief

Attitude

Normative Belief

Subjective Norm

Behavioral Intention

Actual Usage

Control Belief

Perceive Behavioral Control

3.2. Extended Theory of Planned Behavior (ETPB) Most previous researches in the field of electronic banking have focused mainly on the technology adoption based on planned behavior model [21] [20] [16]. Shih and Fang [18] in particular have done comprehensive studies on individual's beliefs, attitudes, perceived behavioral control and subjective norms, and the impact those factors have on users behavioral intentions. However, most studies conducted in the field of electronic banking adoption models, an important factor such as quality and properties of electronic banking services on which mobile banking is defined, is not considered. Accordingly, five factors related to mobile banking services (information quality, transaction speed, ease of use, the bank's reputation and security of the mobile network) was added in the current study to other traditional factors in theory of planned behavior to obtain a better understanding of customer attitudes towards mobile banking. 3.2.1. The Quality of Information Given the increased potential of mobile banking in the business process, many companies and users are using cell phones as an alternative sales channel. Therefore, researches have shown that the quality of mobile-based operational processes plays an important role in perceived quality of products and services offered through mobile-based services [17]. Since the mobile has become a big arena in the process of marketing and business transactions, so users expect to receive clear and accurate information through this technology [15]. 3.2.2. Speed of Transactions Emergence of technology-based electronic services constitutes the emergence of new methods of trade and financial transactions. In this case, customers are able to conduct many financial transactions directly and without involving bank employees. Despite the popularity of electronic services such as Internet and mobile banking among users and customers of banking services, significant number of customers are still resisting against electronic banking services [13]. 3.2.3. Ease of use Given the expansion of the use of mobile banking services, customers inevitably will have to receive their financial transactions information through the mobile services networks. Thus, providing simple and easy instructions, comprehensive menus, and ease of use the mobile banking services influence the users behavioral intentions [17]. There are many studies that confirm the effect of variable ease of 28

use on variable perception of the usefulness. Results show that the degree of understanding the ease of use certainly affects the degree of understanding the usefulness [20]. Venkatesh et al [21], in a broad review of others works and studies in 2003, found that from among 82 studies that have been conducted the relationship was significant and important in 69 cases. 3.2.4. Security The consensus among researchers is that the security of electronic banking system is an important variable in adoption of technology by the users [8] [12] [16] [22]. In fact, people in high risk environments need to analyze situations. Since transactions, in the electronic banking environment, are processed virtually and people are not able to see the process, users perception of the security of the system may associated with mistrust [21].

4. Research Hypotheses and Model

In this research, according to the theory of planned behavior, five variable including quality of information, speed of transactions, the bank's reputation, security, and ease of use was added to the model to examine the type of their relationship with the attitudes of EN Bank customers. Extended theory of planned behavior model and research hypotheses are provided in fig. (3). Following hypotheses are defined according to the proposed model: H1: The bank's reputation positively influences the customers' attitude towards mobile banking. H2: The quality of information positively influences the customers' attitude towards mobile banking. H3: The speed of transactions positively influences the customers' attitude towards mobile banking. H4: The ease of use positively influences the customers' attitude towards mobile banking. H5: The security of technology positively influences the customers' attitude towards mobile banking. H6: behavioral beliefs have significant impact on customers' attitudes. H7: normative beliefs have significant impact on customers' subjective norms. H8: control beliefs have significant impact on perceived behavioral control. H9: attitude toward behavior has significant impact on behavioral intention. H10: subjective norms have significant impact on behavioral intention. H11: perceived behavioral control has significant impact on behavioral intention. H12: behavioral intention has significant impact on performing the behavior.

5. Research Methodology
From the perspective of purpose, this research is applied, and from the perspective of method it is descriptive-survey. It also is multivariate correlation (path analysis) from the perspective of measurement. Date analysis is performed using SPSS and LISREL 8.8 software. The study population consists of EN Bank customers in Tehran who use mobile banking services.

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Figure 3: Extended Theory of Planned Behavior (Research Model)

Banks reputation Quality of information

Speed of transaction

Ease of use

Security

H1

H2

H3

H4

H5

Attitudinal Belief

H6

Attitude
H9

Normative Belief

H7

Subjective Norm

H10

Behavioral Intention

H12

Actual Usage

H11

Control Belief

H8

Perceive Behavioral Control

Research sample has been randomly selected based on the Morgan table. So, the number of 315 questionnaires was prepared and was distributed among participants quite randomly. The questionnaire included 34 items from which 4 items were related to the demographic characteristics. The items were extracted from relevant standard questionnaires [12] [19] [21]. The questions were in the form of 7 point Likert Scale, and Cronbach's alpha was used to determine the reliability of questionnaire. The results of Cronbach's alpha revealed that the questionnaire have good reliability (Table. 1). Its validity was determined using the opinions of EN Bank experts and academic professors. 38 percent of respondents were women and 62 percent were men. 29 percent of respondents had used mobile banking more than once.

6. Results
6.1. Analyzing the Model Once the hypothetical model was examined and data was collected, the software LISREL provides the ultimate model. The model, which constitutes the major part of the analysis, is presented in fig. 4. As shown in table (2), endogenous variable is a variable that its value is determined by the other variables of model. In other words, it is a variable that at least one direction is entered into it. Exogenous variable is also a variable that its value is determined by variables outside the model and no direction enters into it, but it influences other variables.
Table 1:
Cronbachs Alpha of Research Latent
CRONBACH'S ALPHA 0.73 0.88 0.68 0.70 0.86 0.82 LATENT Control Belief Attitude Subjective Norm Perceive Behavioral Control Behavioral Intention Actual Usage CRONBACH'S ALPHA 0.82 0.87 0.89 0.91 0.76 0.84

LATENT Ease of Use Banks Reputation Security Speed of Transaction Attitudinal Belief Normative Belief

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Direct, indirect and total impacts of the model constructs are provided in table 2. Results showed that quality of information, the bank's reputation, speed of transactions, security, behavioral beliefs and control beliefs had significant indirect and total impacts on behavioral intentions (=0.01). The bank's reputation, speed of transactions, behavioral beliefs and control beliefs also had significant indirect and total impacts on performing the behavior (=0.01). Comparing the impact of the three constructs on behavioral intention show that the factor "attitude", with coefficient of 0.76, has the greatest role in customers' intention to use, and perceived behavioral control with coefficient of 0.43 gets the next place. Results of comparison between the influencing determinants of the ETPB model with the corresponding construct (attitude towards behavior) shows that the speed of transactions with a coefficient of 0.43 has the greatest impact on attitude towards the behavior, and reputation of the bank, ease of use the technology with a coefficient of 0.36, the security with the coefficient of 0.26, and quality of information with coefficient of 0.19 are placed in next places. Standard Coefficient for the impact of behavioral beliefs on attitude towards the behavior, normative beliefs on subjective norms, and control beliefs on perceived behavioral control was 0.81, 0.86, and 0.73, respectively. Goodness of Fitness Test The basic question is that if the extended theory of planned behavior is appropriate for the study? In order to answer the question, the statistic X2/df along with other criteria for fitness of model should be examined. The value of X2/df is 1.85, according to output of LISREL software. The important indexes for fitness are: GFI, AGFI, RMSEA, CFI, and NFI that the optimal state for these tests is provided in table (3). GFI and AGFI Criteria The software LISREL computes an index for Goodness of Fitness (The ratio of sum of the squares determined by the model over total sum of the squares of the matrix estimated in population). This index is similar to the correlation coefficient in terms of desirability. Both measures vary between zero and one. The closer the GFI (Goodness of Fitness Index) and AGFI (Adjusted Goodness of Fitness Index) to number one, the greater is the goodness of fit of model with observed data [2]. GFI index value in the study is 0.92 and AGFI equals to 0.94 which indicates that the fitness of the model is good, and it is approved.
Figure 4: Path Coefficients in Extended Theory of Planned Behavior
Banks reputation Quality of information

Speed of transaction 0.19* 0.43*

Ease of use 0.38

*

Security

0.38*

0.26*

Attitudinal Belief

0.81*

Attitude
0.76*

Normative Belief

0.73*

Subjective Norm

-0.07

Behavioral Intention

0.52*

Actual Usage

0.43*

Control Belief

0.38*

Perceive Behavioral Control

2= 1697.04 P< 0.01 CFI = 0.96 NNFI = 0.96 RMSEA = 0.048

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RMSEA Criteria This is the root for mean of approximation squares. This measure is defined as the difference in size for each degree of freedom. The value of RMSEA, which in fact is the test of deviation in each degree of freedom, is less than 0.05 for models that have good fit. Values higher than 0.08 indicate a reasonable error of approximation in population. The models, in which RMSEA is 0.1 or higher, have poor fitness [5]. Thus, since the RMSEA equals to 0.048, the fitness of the model is relatively good. CFI and NFI Criteria NFI index is also called Bentler-Bonnet index. Values equal to or greater than 0.09 compared to zero model are consider as a good index for fitness of theoretical models, while some researchers use the 0.08 as cut-point [2]. NFI for the current model is 0.94 that indicates the fitness of model is relatively good. CFI Index (comparative fitness index) is similar to NFI index, in terms of meaning, the only difference is that it sets penalize to sample size [5]. The value of CFI equals to 0.96 which represents the model fit is good. Coefficients of Determination Coefficients of determination for the basic model of planned behavior theory and developed model of planned behavior theory is presented in Table (4). Developed model in spite of being effective in increasing the power of determination of constructs, compared to basic model, in some cases such as subjective norm construct, lead to reduction in coefficient of determination from 0.76 down to 0.65. However, five factors related to mobile banking services, significantly intensified the determination power of the construct "attitude towards behavior" from 0. 23 up to 0.57 and the determination power of the construct "behavioral intention" from 0.56 up to 0.64, in the extended theory of planned behavior model.
Table 2:
Total Effect, Direct and Indirect Effects in Extended Theory of Planned Behavior
EXOGENOUS LATENT
Quality of Information Speed of Transaction Ease of Use Security Banks Reputation Attitudinal Belief Normative Belief Control Belief 0.04 0.26 0.31 0.21 0.16 0.62 -0.01 0.21 0.07 0.18 0.16 0.17 0.07 0.26 -0.04 0.17

ENDOGENOUS LATENT

INDIRECT EFFECT

Attitude

Subjective Norm Perceived Behavioral Control

DIRECT EFFECT 0.19 0.43 0.36 0.26 0.38 0.81 0.86 0.73

T-VALUE
2.38** 3.36** 2.22** 2.07* 2.29** 11.88** 9.35** 10.01** 1.77* 2.04* 2.10* 0.17 2.10* 8.24** -0.48 7.82** 1.69 3.04** 2.75** 0.27 2.44** 5.42** -0.42 6.02**

TOTAL EFFECT 0.19 0.43 0.36 0.26 0.38 0.81 0.86 0.73
0.04 0.26 0.31 0.21 0.16 0.62 -0.01 0.21 0.07 0.18 0.16 0.17 0.07 0.26 -0.04 0.17

Quality of Information Banks Reputation Speed of Transaction Ease of Use Behavioral Intention Security Attitudinal Belief Normative Belief Control Belief Quality of Information Banks Reputation Speed of Transaction Ease of Use Actual Usage Security Attitudinal Belief Normative Belief Control Belief * and **: Significant in 0.05 and 0.01 Level Respectively

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Test the Hypotheses Approval or rejection the significance of coefficients of paths is conducted through the amounts of TValue. A relation (path) approved if its T-Value is either greater than 2, or less than -2. The first is positively significant and the later is negatively significant. Testing all hypotheses related to coefficient of paths was conducted in the level of 0.05. Based on the results in Table (2), the impact of behavioral beliefs, normative beliefs and control beliefs on attitude towards behavior, subjective norm and perceived behavioral control respectively, were significant. Moreover, the construct "attitude towards behavior" and "perceived behavioral control" had significant impact on behavioral intention, while the impact of subjective norm on behavioral intention was not significant. The impact of information quality, speed of transactions and security on constructs "behavioral intention" and "perform the behavior" were significant. Thus, all hypotheses except hypothesis 10 have been approved.
Table 3:
Fit Indices for Each of the Hypothesized Models
STANDARD INDEX <2 >0.9 >0.9 < 0.1 >0.9 >0.9 TPB 1.88 0.94 0.96 0.056 0.98 0.96 ETPB 1.85 0.92 0.94 0.048 0.96 0.94 RESULT Good Fit Good Fit Good Fit Good Fit Good Fit Good Fit

FIT INDICES X2/df GFI AGFI RMSEA CFI NFI

Table 4:
(R2)

Determination Power of Latent in TPB and ETPB

THEORY OF PLANNED BEHAVIOR (TPB) 0.56 0.19 0.23 0.71 0.24 EXTENDED THEORY OF PLANNED BEHAVIOR (ETPB) 0.64 0.29 0.57 0.54 0.48

Behavioral Intention Actual Usage Attitude Subjective Norm Perceived Behavioral Control

Conclusion
Findings of the research show that the extended theory of planned behavior compared to the planned behavior theory, better predicts the intention to use mobile banking. As mentioned, although some studies shows that the predictability of the technology adoption model with general approach to IT is high, but this functionality and predictability when be used in cases where a technology is considered as a particular field, not always true, and sometimes given the applied field of desired technology, the theory of planned behavior was stronger than technology adoption model in predicting the intention to use the technology [12] [15]. In this study, the path of constructs "subjective norm-behavioral intention" and path "ease of use-attitude towards behavior" have not significant impact on the extended theory of planned behavior. Based on our results, factors related to the quality of mobile banking services to some extent have increased the determination coefficient of construct "attitude towards behavior" by 0.57. So it is revealed that the quality of information, the bank's reputation, ease of use, speed of transactions and security in the mobile banking system had played important role in attitude towards the behavior to use mobile banking among EN Bank users. Therefore, it is recommended that the bank managers also to pay attention the factors related to the quality of the mobile banking services, along with traditional constructs of technology adoption and theory of planned behavior, to predict the behavioral intention of internet banking users. Based on the results of the research model, the more the customers understand the amount of the quality of information provided in electronic banking, ease of use, speed of transactions and security of transactions in the EN Bank electronic systems, the more positive their attitude will be to use these services. So in order to create favorable 33

attitudes in the customers about mobile banking, systems should be designed so that clearly indicate the quality of network in terms of mentioned factors (i.e. quality of information, ease of use, speed of transactions and security). Overall, the findings show that the extended theory of planned behavior model predicts the attitude towards behavior and behavioral intention well, and also increase our understanding about customer's behavior regarding the adoption or rejection of technology , and is very useful to identify where and how to apply the appropriate strategies to change the behavior.

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