Adoption of mobile banking model based on perceived value and trust

Technology acceptance model has always to explain the users' acceptance of mobile service. They neglected the users of mobile services is not only the technical users but also consumers. Consumers might evaluate the value of mobile services before accepting / using it. From value perspective, this paper proposed possible benefits and sacrifices of mobile banking in China, and identified four perceived benefits (universal, value-added services, social value, and perceived enjoyment) and two perceived sacrifices (fee, perceived risk). We examined the impact of perceived value as a second-order factor on consumers' mobile banking adoption intention. We also argued that trust is an important factor for mobile banking adoption intention. Results showed that perceived value significant influence consumers' adoption intention of mobile banking and trust significant influence consumers' behavior intention.