Factors Influencing the Use of Mobile Financial Services: The Extended Technology Acceptance Model

Mobile service innovation has become a critical issue in the financial sectors. Currently, many banks in Taiwan have developed various mobile services for their customers. However, mobile services in financial sectors are different from Internet services because of the mobility. First, mobile services enable mobile extensions of existing electronic services and new services that are valuable to users on the move. Second, most people have their own, personal mobile devices in the hands, but they may not have the computers with them anytime. Although consumers' technology acceptance has been examined in the context of e-commerce, mobile financial services are gained scant attention. Thus, this study aims to explore the factors influencing the use of mobile financial services (MFS). We conducted a qualitative research in depth, and investigated a renowned bank in Taiwan which developed various MFS for customers. The findings reveal that mobility and personal habit are two important antecedents influencing the use of MFS. Mobility positively affects perceived ease-of-use and perceived usefulness, which in turn influence the use of MFS. Furthermore, personal habit positively affects the use of MFS.