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Concept Paper Approval Sheet

Proposed Research Title

Proponents:
Cabinian, Angelica M. 25% Mendoza, Gabriel Jay M. 25%
Indico, Trisha Gabriela C. 25% Valencia, Ma. Rowena M. 25%

Evaluator 1
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Approved Disapproved

Evaluator 2
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Approved Disapproved

Evaluator 3
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Approved Disapproved
Title of the Proposed Study
Determinants of Intention to Adopt Mobile Banking among Accounting Students of De La Salle Lipa

Area of Study
Accounting Practice

Background of the Study


According to Leu & Cheung (2009), Internet banking has become more conducive to many more
individuals, since they can carry out their banking transactions anywhere and anytime via mobile banking.
Mobile banking (m-banking) is a service provided by a bank or other financial institutions that permits
customers and clients to conduct financial transactions remotely using mobile devices. As more global
banking services are automated (Takac, 1997), technological innovations like mobile banking are
influenced by how quickly an individual adopts the service. Despite, the innovation of banks perceived
benefit of todays generation, the use of m-banking remains widely unaccepted.
With the vast improvement of technological devices, the youth has been the subject of all matters.
The youth market is an early adopter of new technologies and trends in the society. De La Salle, offering
10 business related course, has been one of top schools in the line of commerce. Being populated by the
youth market, it has been imperative for students to have their own bank accounts. However, the lack of
adaptability to new banking methods are still left undiscovered. This study focuses on identifying and
evaluating the determinants of mobile banking adoption among the Accounting Students of De La Salle
Lipa to explore the extent on their tolerance to the innovative changes in the world of banking.

Statement of the Problem


1. What are the students perception on Mobile Banking in terms of:
a. Trust
b. Perceived Value
c. Perceived ease of use
d. Social Influence
2. What is the relative impact of the following independent variable on the intention to use m-banking:
a. Trust
b. Perceived Value
c. Perceived ease of use
d. Social Influence
3. What is the relevance of perceived ease of adoption to move from intention to use m-banking to
actually use m-banking?

Objectives of the Study


1. To identify the students perception on Mobile Banking in terms of:
a. Trust
b. Perceived Value
c. Perceived ease of use
d. Social Influence

2. To examine the relative impact of the following independent variable on the intention to use m-
banking:
a. Trust
b. Perceived Value
c. Perceived ease of use
d. Social Influence

3. To identify the relevance of perceived ease of adoption to move from intention to use m-banking
to actually use m-banking.

Hypotheses
Ha1: Trust has a significant impact on the intention of students to use Mobile Banking.
Ha2: Perceived Value has a significant impact on the intention of students to use Mobile Banking.
Ha3: Perceived ease of use has a significant impact on the intention of students to use Mobile
Banking.
Ha4: Social Influence has a significant impact on the intention of students to use Mobile Banking.
Ha5: Perceived ease of adoption has a significant relevance on moving from intention to use M-
Banking to actually use M-Banking.

Literature Review
(1) Delavin, I. (2016). Mobile banking seen to enhance financial inclusion in PHL. - According to
this article, transactions through mobile phones are expected to drive digitization of payments in
the Philippines, a global omni-channel solutions firm said, tracking the same trend in its
neighboring Southeast Asian economies and the countrys high mobile penetration rate. The
article also conducted an interview with Mr. Matthew Heap, NCR Corporation Director,
Marketing and Solution for Management Asia Pacific Region stated that Mobile is a key part to
the whole equation. Most people especially in the Philippines dont have bank accounts but have
mobile access... mobile is the means to approach the banks faster and more efficient both ways,.
He added,mobile banking will tend to be more popular over time and lead the other channels
over time because of its convenience.
(2) Magdirila, P. (2013) Is the Future of M-Banking in the Philippines and Asia?:Why does M-
Banking Matter? - In this article, the author reports the essentiality m-banking to Southeast Asia
countries particularly the Philippines. It stated here: Its simple: Asian consumers dependence
on smartphones is increasing and banks, like any business, need to adapt to this mobile demand.
Just in the first quarter of 2013, Gartner reported that Asia was the only market with an increase
in mobile sales, with more than 226 million mobile phones sold. He adds: Today, people will
not bank with a bank that does not have internet banking. Tomorrow, they will not bank with a
bank that does not have mobile banking. Mobile banking will become a necessity
(3) Akturan, U. (2012). Mobile Banking Adoption of the Youth Market : Perceptions and Intentions.
This is a study conducted by Ulun Akturan .Data were collected from 435 university students
who were non-users but future prospects, and analyzed by structural equation modeling (SEM).
It was found that perceived usefulness, perceived social risk, perceived performance risk and
perceived benefit directly affect attitudes towards mobile banking, and that attitude is the major
determinant of mobile banking adoption intention. In addition, no direct relationship between
perceived usefulness and intention to use, perceived ease of use and attitude, financial risk, time
risk, security/privacy risk and attitude was detected

The study to be replicated is the thesis work of Irene Govender and Walter Sihlali entitled, A Study of
Mobile Banking Adoption among University Students Using an Extended TAM. Based on the literature
review, four individual factors affect a users perception on the intention of using technology specifically,
m-banking, and one factor for the movement of intention to the actual usage of m-banking were identified
as important determinants for the intention of usage of m-banking. To explore it further, a quantitative
research featuring the same thesis will be applied in the Philippine perspective by having the Accounting
students of De La Salle Lipa who are non-users of m-banking system as the primary subjects of the
research.
Theoretical Framework

Figure 1: Technology Acceptance Model for Mobile Services as an extension and modification of TAM by
Davis (1989)

Davis Technology Acceptance Model (TAM) is the most widely applied model of users
acceptance and usage of technology (Venkatesh, 2000). The said framework introduces different
determinants on how it will affect the respondents intention on using mobile banking (independent
variable). Each determinant would be measured based on the perception of the respondents. Trust
indicates issues of risks and privacy that affects the construct trust in the system. Perceived Value is
believed to be a belief that using the new mobile services will provide measurable value to the user
(Kaasinen 2005). Perceived Ease of Use (PEOU) is defined as a measure to which an individual believes
that using a particular technology will be free of effort (Davis 1989). Social Influence is another
determinant that is believe to be influential to youth because of their amenability to technological
advances. Perceived ease of adoption (PEOA) is related to actual adoption and usage of m-banking.
PEOA is added to the model when there is a need to move from intention to use the system to actual
usage of the system.
According to Kaasinen (2005), user characteristics and environmental standings affect how the
user perceives the adoption of a mobile service. The extension of the Technology Acceptance Model was
used to ground the study in Information Systems (Davis, 1989). The independent variables for the study
include cell phone use, computer competency and knowledge of mobile banking, gender and race. The
dependent variable for the study is the intention to use m-banking services technology.
Proposed Research Design, Methods/Procedures
The proponents will use the descriptive method of research in conducting the study wherein it
will be a quantitative design. The data will be gathered from all the Accounting Students of La Salle Lipa
who are non-users of m-banking. Survey questionnaires (attached at the back) adopted from the replicated
thesis will be distributed and answered by the said respondents to further be knowledgeable on the level
of awareness of respondents on each independent variable. The data obtained will be analyzed using
frequencies, ratios and tables and other appropriate statistical tools to determine the impact of each
determinants on the intention to use m-banking.

Bibliography

Akturan, U. and Tezcan, N. (2012) Mobile banking adoption of the youth market: Perceptions and
intentions, Marketing Intelligence and Planning, 30:4, pp. 444-459. Chen, C. (2013) Perceived risk,
usage frequency of mobile banking services, Managing Service Quality, 23:5, pp. 410-436.

Delavin, I. C. (2016, October 6). Mobile banking seen to enhance financial inclusion in PHL. Retrieved
September 05, 2017, from
http://www.bworldonline.com/content.php?section=Technology&title=mobile-banking-seen-to-
enhance-financial-inclusion-in-phl&id=134429

Govender, I., & Sihlali, W. (2014, May). A Study of Mobile Banking Adoption among University
Students Using an Extended TAM. Retrieved September 05, 2017, from
http://www.mcser.org/journal/index.php/mjss/article/view/2501

Magdirila, P. (2013, June 25). Is the Future of M-Banking in the Philippines and Asia? Retrieved
September 05, 2017, from https://www.techinasia.com/future-mbanking-philippines-asia

Ratten, D. V. (2011, January). Ratten, V. (2011) 'Social Cognitive Theory in Mobile Banking
Innovations', International Journal of E-Business Research, 7(1): 39-51. Retrieved September 05,
2017, from
https://www.academia.edu/5448569/Ratten_V._2011_Social_Cognitive_Theory_in_Mobile_Banking
_Innovations_International_Journal_of_E-Business_Research_7_1_39-51