7. Forskningsundersøkelse
7.6 Forsøk på messing
Esta investigação é relevante para profissionais, uma vez que revela quais os principais fatores que contribuem para a reduzida adoção do MB e o efeito da confiança na redução destes inibidores, conferindo uma perspetiva diferente dos outros estudos. Este estudo proporciona uma melhor compreensão do processo de decisão dos clientes, contribuindo para os gestores e marketeers desenvolverem estratégias de marketing e de comunicação mais adequadas e mais eficazes. É necessário também que estes tenham uma atitude mais ativa no que diz respeito à sua transmissão de informação e orientação aos respetivos clientes, de forma a proporcionarem um maior conhecimento acerca deste serviço e dos seus benefícios, permitindo ultrapassar as barreiras mais fortes.
O presente estudo apresenta algumas limitações, por se cingir a uma amostra de muito pequena dimensão, apenas com cidadãos portugueses, residentes em Portugal, sendo maioritariamente da área de Lisboa, e não representando uma grande parte da população nacional. Um estudo com uma amostra maior e mais dispersa, recorrendo também a participantes de outros países, permitia uma maior generalização dos resultados. Este estudo é também limitado por ter sido distribuído apenas via internet, o que
37
impossibilita o acesso a pessoas que não possuam internet ou computador. Existem ainda mais fatores que inibem a adoção dos serviços de MB que não foram utilizados neste trabalho e que poderiam ser testados em estudos futuros. O facto de este estudo ser apenas de caráter quantitativo faz com que tenha uma perspetiva mais limitada acerca do tema do estudo, sendo que a realização de um estudo qualitativo poderia complementar esta investigação.
O trabalho presente foca-se no ponto de vista do utilizador, pelo que em estudos futuros deve também ser explorado o ponto de vista do prestador do serviço e o impacto do MB no desempenho geral dos bancos.
38
Referências Bibliográficas
Al-Jabri, I. e Sohail, M. (2012). Mobile banking adoption: application of diffusion of innovation theory. Journal of Electronic Commerce Research 13(4), 379-391.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes 50 (2), 179-211.
Ajzen, I. e Madden, T. (1986). Prediction of goal-directed behavior: attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology 22 (6), 453–474.
Agarwal, R. e Karahanna, E. (2000). Time Flies When You’re Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage. MIS Quarterly 24 (4), 665-694.
Amin, H., Hamid, M., Lada, S., e Anis, Z. (2008). The Adoption of Mobile Banking in Malaysia: The case of Bank Islam Malaysia Berhad (BIMB). International Journal of Business and Society 9 (2), 43- 53.
ANACOM (2015). Serviços Móveis - 4.º trimestre de 2014[Em linha]
Disponível em: http://www.anacom.pt/render.jsp?contentId=1349211#.VUtrsY5Viko [Acesso em: 2015/04/26].
Bandura, A. (1986). Social Foundations of Thought and Action: A Social Cognitive Theory, Prentice- Hall, Englewood Cliffs, NJ
Black, N., Lockett, A., Winklhofer, H. e Ennew, C. (2001). The Adoption of Internet Financial Services: A Qualitative Study. International Journal of Retail & Distribution Management 20(8), 390 – 398. Brown, I., Cajee, Z., Davies, D. and Stroebel, S. (2003). Cell phone banking: predictors of adoption in
South Africa – an exploratory study. International Journal of Information Management 23 (5), 381- 394.
Chemingui, H., Lallouna, H. (2013). Resistance, motivations, trust and intention to use mobile financial services. International Journal of Bank Marketing 31 (7), 574-592.
Chin, W. (1998). The partial least squares approach to structural equation modeling. G. A. Marcoulides (Ed.). Modern Methods for Business Research, NJ: Lawrence Erlbaum Associates, 295-336.
Couto, J., Tiago, T. e Tiago, F. (2013). An analysis of Internet Banking in Portugal: the antecedents of mobile banking adoption. International Journal of Advanced Computer Science and Applications (IJACSA) 4 (11), 117-123.
Cruz, P., Filgueiras, L., Muñoz-Gallego, P. e Laukkanen, T. (2010). Mobile Banking rollout in emerging markets. Evidence from Brazil. International Journal of Bank Marketing 28 (5), 342-371.
39
Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly 13, 319-339.
Davis, F., Bagozzi, R. e Warshaw, P. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science 35 (8), 982–1003.
Daud, N., Kassim, N. e Said, W. (2011). Determining Critical Success Factors of Mobile Banking Adoption in Malaysia. Australian Journal of Basic and Applied Sciences 5 (9), 252-265.
Dasgupta, S., Paul, R. e Fuloria, S. (2011). Factors affecting behavioral intentions towards mobile banking usage: Empirical evidence from India. Romanian Journal of Marketing 3 (1), 6-28.
Elbadrawy, R. and Aziz, R. (2011). Resistance to mobile banking adoption in Egypt: a cultural perspective. International Journal of Managing Information Technology (IJMIT) 3 (4), 9-21.
Ellen, P., Bearden, W., e Sharma, S. (1991). Resistance to Technological Innovations: An Examination of the Role of Self-Efficacy and Performance Satisfaction. Journal of the Academy of Marketing Science 19(4), 297-307.
Feng, L. (2013). Why users adopt mobile banking service: An empirical study. 10th International Conference on Service Systems and Service Management, 490-493.
Fishbein, M. e Ajzen, I. (1975). Belief, Intention and Behavior: An Introduction to Theory and Research. Addison Wesley, MA, Reading.
Gan, C., Clemes, M., Limsombunchai, V. e Weng, A. (2006). A Logit analysis of electronic banking in New Zealand. International Journal of Bank Marketing 24 (6), 360-383.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega – The International Journal of Management Science 28, 725-737.
Gerrard, P. e Cunningham, J. (2003). The diffusion of internet banking among Singapore consumers. International Journal of Bank Marketing 21 (1), 16-28.
Grupo Marktest (2014 a). Barómetro de Telecomunicações – Comportamento face às Telecoms, 4 milhões com Smartphone [Em linha].
Disponível em: http://www.marktest.com/wap/a/n/id~1dba.aspx [Acesso em: 20/10/2014] Grupo Marktest (2014 b). Barómetro de Telecomunicações – Comportamento face às Telecoms,
penetração de internet móvel triplica em menos de três anos [Em linha].
Disponível em: http://www.marktest.com/wap/a/n/id~1e27.aspx [Acesso em: 10/12/2014]. Grupo Marktest (2014 c). Comportamento face aos Bancos, Mobile Banking já é utilizado por mais de
600 mil portugueses [Em linha].
40
Gu, J., Lee, S. e Suh, Y. (2009). Determinants of behavioral intention to mobile banking. Expert Systems with Applications 36, 11605–11616.
Henseler, J., Ringle, C. e Sinkovics, R. (2009). The use of partial least squares path modeling in International Marketing. Advances in International Marketing 20, 277-319.
Howcroft, B., Hamilton, R. e Hewer, P. (2002). Consumer attitude and the usage and adoption of home- based banking in the United Kingdom. International Journal of Bank Marketing 20 (3), 111-21 Kim, K. e Prabhakar, B. (2004). Initial trust and the adoption of B2C e-commerce: The case of internet
banking. Database for advances in Information System 35 (2), 50–64.
Kim, G., Shin, B. e Le, H. (2009). Understanding dynamics between intial trust and usage intentions of mobile banking. Information Systems Journal 19 (3), 283-311.
Koenig-Lewis, N., Palmer, A. e Moll, A. (2010). Predicting young consumers’ take up of mobile banking services. International Journal of Bank Marketing 28 (5), 410-432.
Koufaris, M. e Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information and Management 41, 377– 397.
Kuisma, T., Laukkanen, T. e Hiltunen, M. (2007). Mapping the reasons for resistance to Internet banking: A means-end approach. International Journal of Information Technology 27 (2), 75-85.
Laforet, S. e Li, X. (2005). Consumers’ attitudes towards online and mobile banking in China. International Journal of Bank Marketing 23 (5), 362-380.
Laukkanen, T., and Lauronen, J. (2005). Consumer value creation in mobile banking services. International Journal of Mobile Communications 3 (4), 325–338.
Laukkanen, T. (2007). Internet vs. Mobile Banking: comparing customer value perceptions. Business Process Management Journal 13 (6), 788-797.
Laukkanen, T. e Pasanen, M. (2007). Mobile banking innovators and early adopters: How they differ fromm other online users?. Journal of Financial Services Marketing 13 (2), 86-94.
Laukkanen, T., Sinkkonen, S., Kivijarvi, M., e Laukkanen, P. (2007). Innovation resistance among mature consumers. Journal of Consumer Marketing 24 (7), 419-427.
Laukkanen, T. e Cruz, P. (2010). What determines Mobile Banking non adoption, Proceedings of ANZMAC [Em linha].
Disponível em: http://www.anzmac.org/conference_archive/2010/pdf/ANZMAC10Final00387.pdf [Acesso em: 15/11/2014].
41
Laukkanen, T. e Kiviniemi, V. (2010). The role of information in mobile banking resistance. International Journal of Bank Marketing 28 (5), 372-388.
Laukkanen, T. e Cruz, P. (2012). Cultural, individual and Device-Specific Antecedents on Mobile Banking Adoption: A Cross-National Study. Proceedings of the 45th IEEE Hawaii International Conference on System Sciences (HICSS), 3170-3179.
Lee, K., Lee, H. e Kim, S. (2007). Factors influencing the adoption behavior of mobile banking: a South Korean perspective. Journal of Internet Banking and Commerce (JIBC) 12 (2), 1-9.
Lee, K. e Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective. Interacting with computers 21, 385- 392.
Lee, K. e Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce 6 (1), 75–91.
Lin, H. (2011). An empirical investigation of mobile banking adoption: The effect of innovation attributes and knowledge-based trust. International Journal of Information Management 31 (3), 252-260. Lin, P., Wang, S., Wang, N. e Yaobin, L. (2014). Understanding the evolution of costumer trust in mobile
commerce: a longitudinal study. Information Technology Management 15, 37-49.
Lohse, G., e Spiller, P., (1998). Electronic shopping. Communications of the ACM 41 (7), 81–87.
Luarn, P. e Lin, H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior 21 (6), 873-91.
Luo, X., Li, H., Zhang, J. e Shim, J. (2010). Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services. Decision Support Systems 49, 222-234.
Mathieson, K., Peacock, E. e Chin, W. (2001). Extending the technology acceptance model: the influence of perceived user resources. The Database for Advances in Information Systems 32 (3), 86–112. McKnight D., Cummings L. e Chervany N. (1998). Initial trust formation in new organizational
relationships. Academy of Management Review 23 (3), 473 – 490.
McKnight, D., Chervany e N., Kacmar, C. (2002a). Developing and validating trust measures for e- commerce. Information Systems Research 13 (3), 344–359.
McKnight, D., Choudhury, V. e Kacmar, C. (2002b). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. Journal of Strategic Information Systems 11 (3), 297- 323.
42
McKnight, D., Kacmar, C. e Choudhury, V. (2004). Shifting factors and the ineffectiveness of third party assurance seals: a two-stage model of initial trust in a web business. Electronic Markets 14 (3), 1-15. Meuter, M., Bitner, M., Ostrom, A., e Brown, S. (2005). Choosing among alternative service delivery
modes: an investigation of customer trial of self-service technologies. Journal of Marketing 69 (2), 61-83.
Mitchell, V. (1999). Consumer perceived risk: conceptualisations and models. European Journal of Marketing 33 (1/2), 163-195.
Mols, N. (1999). The Internet and the banks' strategic distribution channel decisions, International Journal of Bank Marketing 17 (6), 295-300.
Oliveira, T., Faria M., Thomas, M. e Popovic, A. (2014). Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM. International Journal of Information Management 34, (5), 689-703.
Oyedele, A. e Simpson, P. (2007). An empirical investigation of consumer control factors on intention to use selected selfservice technologies. International Journal of Service Industry Management 18 (3), 287-306.
Parasuraman, A. (2000). Technology readiness index (TRI): a multiple-item scale to measure readiness to embrace new technologies. Journal of Service Research 2 (4), 307-320.
Pavlou, P.A. (2003). Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce 7 (3), 69-103.
Podsakoff, P. e Organ, D. (1986). Self-reports in organizational research: problems and prospects. Journal of Management 12 (4), 531–544.
Ram, S. (1987). A model of innovation resistance. Advances in Consumer Research 14(1), 208–212. Ram, S. (1989). Successful Innovation Using Strategies to Reduce Consumer Resistance an Empirical
Test. Journal of Product Innovation Management 6 (1), 20-34.
Ram, S. e Sheth, J. (1989). Consumer resistance to innovations: the marketing problem and its solutions. The journal of consumer marketing 6 (2), 5-14.
Rammile, N. e Nel, J. (2012). Understanding resistance to cell phone banking adoption through the application of the technology acceptance model (TAM). African Journal of Business Management 6 (1), 86-97.
Ringle, C. M., Wende, S., Will, A. (2005) Smart PLS 2.0 (M3), beta [Em linha] Disponível em: www.smart.pls.de [Acesso em: 14/03/2015]
43
Safeena, R., Hundewale, N. e Kamani, A. (2011). Customer’s Adoption of Mobile-Commerce. A Study on Emerging Economy. International Journal of e-Education, e-Business, e-Management and e- Learning 1 (3), 228-233.
Scornavacca, E. e Hoehle, H. (2007). Mobile Banking in Germany: a strategic perspective. International Journal of Eletronic Finance 1 (3), 304-320.
Srijumpa, R., Chiarakul, T. e Speece, M. (2007). Satisfaction and dissatisfaction in service encounters: retail stockbrokerage and corporate banking in Thailand. International Journal of Bank Marketing 25 (3), 173-94.
Sripalawat, J., Thongmak, M. e Ngramyarn, A. (2011). M-Banking in mrtropolitan Bangkok and a comparison with other countries. Journal of Computer Information Systems 51 (3), 67-76.
Venkatesh, V. e Davis, F. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science 46 (2), 186–204.
Venkatesh, V., Thong, J. e Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly 36 (1), 157-178. Wang, Y.S., Wang, Y.M., Lin, H. e Tang, T. (2003). Determinants of user acceptance of internet banking:
an empirical study. International Journal of Service Industry Management 14 (5), 501-519.
Wang, Y., Lin, H. e Luarn, P. (2006). Predicting consumer intention to use mobile service. Information Systems Journal 16 (2), 157-179.
Wu, J. e Wang, S. (2005). What drives mobile commerce? An empirical evaluation of the revised technology acceptance model. Information & Management 42 (5), 719-729.
Yang, A. (2009). Exploring Adoption Difficulties in Mobile Banking Services. Canadian Journal of Administrative Sciences 26 (2), 136-149.
Yu, C. (2012). Factors affecting individuals to adopt mobile banking: empirical evidence from the UTAUT model. Journal of Electronic Commerce Research 13 (2), 104-121.
Zhou, T. (2012 a). Examining mobile banking user adoption from the perspectives of trust and flow experience. Information Technology and Management 13 (1), 27-37.
Zhou, T. (2012b). Understanding users’ initial trust in mobile banking: An elaboration likelihood perspective. Computers in Human Behavior 28, 1518-1525.
44