THE FUTURE OF MOBILE BANKING ADOPTION: NEW INSIGHTS FROM CONSUMER BEHAVIOR AND THE TECHNOLOGY ACCEPTANCE MODEL

This study investigates the influence of perceived external control and computer playfulness on behavioral intention to adopt mobile banking, with perceived ease of use (PEOU) as a mediator. Mobile banking adoption is driven by factors beyond basic usability, including security, personalization, and trust. While the Technology Acceptance Model (TAM) provides a foundation for understanding user acceptance, this research extends it by focusing on the roles of perceived external control (beliefs about external factors impacting banking outcomes) and computer playfulness (enjoyment derived from the user experience). Previous studies suggest that financial control significantly affects use intentions, with ease of navigation enhancing users' sense of control. Similarly, the enjoyment derived from mobile banking increases engagement and adoption. However, security and privacy concerns remain paramount. The Technology Acceptance Model's third version, TAM3, which incorporates social influence and external factors, acknowledges the complexity of technology adoption, but its focus on individual-level influences and complexity can be seen as limitations. Therefore, this study explores the importance of integrating additional constructs, such as trust and emotional responses, along with regulatory compliance, to develop a more comprehensive understanding of user behavior. This study examines the interplay of computer playfulness and perceived external control with mobile banking adoption, seeking to determine which factors have the most significant impact on user behavior. These insights are intended to help financial institutions optimize their mobile banking offerings through user-centric design and robust security measures to promote widespread adoption.