The effect of network externalities on the perception of a new service offering mobile banking

Ewe, Soo Yeong * and Yap, Sheau Fen and Lee, Christina Kwai Choi (2012) The effect of network externalities on the perception of a new service offering mobile banking. In: Global Marketing Conference, 19 - 22 July 2012, Seoul. (Submitted)

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Abstract

This study extends previous research by determining if potential adopters' perception of innovation characteristics mediates the effects of network externalities towards their intention to use mobile banking. The study also explores the possible moderating effects of technology anxiety between network externalities, innovation characteristics and intention to use mobile banking

Item Type: Conference or Workshop Item (Paper)
Additional Information: Second author is affiliated with Auckland University of Technology; Third author is affiliated with Monash University Sunway.
Subjects: H Social Sciences > HF Commerce
Divisions: Others > Non Sunway Academics
Sunway University > Sunway University Business School > Dept. Accounting
Depositing User: Ms. Molly Chuah
Date Deposited: 08 Jan 2014 05:26
Last Modified: 08 Jan 2014 05:26
URI: http://eprints.sunway.edu.my/id/eprint/189

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