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1. Introduction
Online banking is increasingly common. Financial institutions deliver online services via various electronic channels, subsequently diminishing the importance of conventional branch networks. The newly emerging channels of online banking and rapidly increasing penetration rates of mobile phones motivate this study. A financial institution failing to offer desired mobile services may lose clients.
According to [29] Gartner's prediction of leading trends of 2012 in mobile applications, mobile commerce remains the most important one. Gartner further forecasts that mobile devices will replace PCs as the main device to access the internet. As for the third quarter of 2012, IPSOS indicated that "The era of Multi-Screen has come, and smartphones account for the purchasing behavior of 65% of mobile device users." According to that report, 66 percent of the smartphone holders in Taiwan access the internet via a smartphone at least once daily; approximately 57 percent of the customers perform mobile searches; and 40 percent of the customers shop via mobile phones ([43] IPSOS, 2012). These statistics reflect vigorous growth in the scale of m-commerce. However, mobile banking remains in its infancy, and international adoption rates demonstrate the strong potential of m-commerce ([27] FRB, 2012). Therefore, elucidating the factors influencing attitude and behavioral intention towards adopting (or continuing to use) mobile banking is of priority concern for further developing mobile banking services (MBSs).
A customer satisfaction survey conducted by [20] ComScore Inc (2012) revealed that nearly 70 percent of the customers were satisfied with their financial institution's web site. Online banking has increased and mobile banking has gained popularity, especially in mobile app usage. The number of online banking customers has more than doubled since 2004. Approximately 66 percent of online banking customers paid their bills online, while 29 percent of those paying their bills online also used their bank, credit card provider, and third parties. Security is the main reason cited for not paying bills online.
As an effective means of accessing financial business services for consumers, mobile banking has a high probability of success since it follows the success of online banking ([13] Brown et al. , 2003). Mobile banking integrates mobile communication technology and equipment to access various banking and financial services ([107] Xie et al. , 2009). Therefore, by integrating mobile...