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.