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Mobile Banking in the Youth Market: Implications from an Entrepreneurial and Learning Perspective

Mobile Banking in the Youth Market: Implications from an Entrepreneurial and Learning Perspective

Vanessa Ratten
Copyright: © 2013 |Pages: 15
ISBN13: 9781466619395|ISBN10: 1466619392|EISBN13: 9781466619401
DOI: 10.4018/978-1-4666-1939-5.ch006
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MLA

Ratten, Vanessa. "Mobile Banking in the Youth Market: Implications from an Entrepreneurial and Learning Perspective." Strategy, Adoption, and Competitive Advantage of Mobile Services in the Global Economy, edited by In Lee, IGI Global, 2013, pp. 112-126. https://doi.org/10.4018/978-1-4666-1939-5.ch006

APA

Ratten, V. (2013). Mobile Banking in the Youth Market: Implications from an Entrepreneurial and Learning Perspective. In I. Lee (Ed.), Strategy, Adoption, and Competitive Advantage of Mobile Services in the Global Economy (pp. 112-126). IGI Global. https://doi.org/10.4018/978-1-4666-1939-5.ch006

Chicago

Ratten, Vanessa. "Mobile Banking in the Youth Market: Implications from an Entrepreneurial and Learning Perspective." In Strategy, Adoption, and Competitive Advantage of Mobile Services in the Global Economy, edited by In Lee, 112-126. Hershey, PA: IGI Global, 2013. https://doi.org/10.4018/978-1-4666-1939-5.ch006

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Abstract

Mobile banking is a technological innovation that is changing the way business is conducted. One of the most entrepreneurial and learning orientated segments of the population is the youth market. The purpose of this chapter is to examine the behavior Australian youths have towards mobile banking. Social cognitive theory is the theoretical framework in which a conceptual model is empirically tested. The conceptual model includes five constructs (media, modeling, outcome expectancy, learning orientation and entrepreneurial orientation), which are proposed to influence an individual’s intention to adopt mobile banking. The conceptual model is tested in a sample of Australian youths and the analysis supports a portion of the proposed conceptual model. The findings support the link between the media and an individual’s entrepreneurial orientation with their intention to adopt mobile banking. The chapter highlights how social cognitive theory is a useful foundation to understand an individual’s desire to adopt mobile banking.

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