Mobile Banking in Motion: An Analytical Study of Consumer Behavior in Porbandar District

Dr. Abhishek Abhani
Shree Swaminarayan Institute of Management & IT, Gujarat, India
DOI – http://doi.org/10.37502/IJSMR.2025.81003

Abstract

This study investigates the multidimensional nature of consumer behaviour towards mobile banking services and its influence on the intention to adopt such platforms. Employing a structured questionnaire, data were collected from a representative sample of banking customers and analysed using Exploratory Factor Analysis (EFA) and Ordinary Least Squares (OLS) multiple regression. EFA revealed seven distinct behavioural dimensions—perceived ease of use, perceived economy, perceived efficiency, perceived security, perceived assurance, perceived trust, and perceived support—demonstrating strong construct validity and reliability. The subsequent regression model exhibited high explanatory power, indicating that these dimensions collectively account for a substantial proportion of the variance in consumers’ intention to use mobile banking. All dimensions exerted a statistically significant and positive influence, with perceived trust, support, and efficiency emerging as particularly impactful. The findings underscore the critical role of enhancing these behavioural determinants to foster adoption, retention, and deeper engagement with mobile banking services.

Keywords: Mobile Banking Adoption, Consumer Behaviour, Perceived Trust, Digital Financial Services, Technology Acceptance.

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