Perceived risk, usage frequency of mobile banking services

Purpose – This study discusses the effects of diffusion and adopters of mobile banking services (MBSs), perceived risk, brand awareness, and brand image of MBS providers, on attitude toward using MBSs, and on intention to use MBSs. In accordance with sample usage frequency in MBSs, this study subgroups the sample population into several behavioral segments (frequent/infrequent users) to concentrate sample characteristics and the behavioral models.Design/methodology/approach – Data from the 610 valid questionnaires collected in Taiwan were analyzed by SPSS and LISREL. In accordance with sample usage frequency in MBSs, this study subgroups the sample population into several behavioral segments (frequent/infrequent users) to concentrate sample characteristics and the behavioral models.Findings – Analytical results demonstrate that mobile banking users with different behavioral patterns have dissimilar perceptions of innovation benefits and risk. Moreover, brand awareness and brand image of the MBSs provider ...