Mobile Banking Adoption in an Emerging Economy: An Empirical Analysis of Users in Myanmar : A Minor Field Study

Abstract: This study aims to provide an overview of the attitude toward mobile banking among early adopters in Myanmar. By conducting exploratory interviews with ten bank employees, factors that are important for the adoption of mobile banking were also identified. The qualitative method allowed factors beyond the existing technology adoption frameworks to emerge. From the results, it was concluded that the attitude toward mobile banking is overall positive among the early adopters. Findings were aligned with the Technology Acceptance Model (TAM), suggesting that perceived usefulness and perceived ease of use are important factors for the usage of mobile banking. Social influence did not show any consistent results, but external barriers such as regulations and cash-based society were evidently important factors for adoption. Moreover, experience showed to have an impact on the participants’ attitude and the adoption of mobile banking. The findings from this paper could work as a foundation when formulating future hypotheses for mobile banking adoption in Myanmar. Regarding practical contributions, banks can get an insight into what is important to focus on when designing a strategy to increase the rate of mobile banking adoption. For future research, it would be of interest to extend the sample and collect data from both users and non-users.