عوامل تعیین کننده تاثیرگذار در پذیرش بانکداری موبایلی توسط نسل Y بر اساس پذیرش تئوری متحد و استفاده از مدل اصلاح شده تکنولوژی با تصور کلی از مدل پذیرش تکنولوژی Determinants affecting mobile banking adoption by generation Y based on the Unified Theory of Acceptance and Use of Technology Model modified by the Technology Acceptance Model concept

ntroduction As the banking industry becomes increasingly competitive, each bank must develop proprietary services and products to serve existing customer needs and attract new clients. Banks should bring the greatest utility and convenience to their customers and thus need to focus on customer satisfaction and provide incentives to influence customer loyalty. The services that meet customer requirements should be simple, compatible, and personalized with complementary services. In addition, banks should have a digital platform with fast and secure access (Shaikh & Karjaluoto, 2015). In the current digital age, Financial Technology (FinTech) plays an important role in helping banks gain new customers and scale their business operations. Banks and other financial services companies found that FinTech has brought innovations into the financial market (Gulamhuseinwala, Bull, & Lewis, 2015) with mobile technologies as an essential platform supporting FinTech. A wide range of new mobile technologies have been developed specifically for financial services and the banking industry. The number of mobile payment transactions worldwide has increased by approximately 58.33 percent from 2014 to 2015 (Dapp, Slomka, & Hoffmann, 2015). Hence, banks should integrate mobile payment systems in order to eliminate the need for customers to enter their personal payment details for each transaction. Thailand’s payment environment, while challenging, supports the use of electronic devices such as the mobile phone. According to the mobile banking usage statistics for Thailand published by the Bank of Thailand, the number of customer transactions conducted via mobile banking services has rapidly increased in the last five years (Trairatvorakul, 2014). Takorn Tantasith, the SecretaryGeneral of the National Broadcasting and Telecommunications Commission (NBTC) Thailand, noted that the latest estimates indicate approximately 93.7 million registered mobile phone users, and yet only 20 percent of bank customers presently use mobile banking services. This shows a low uptake of mobile banking services despite high mobile phone use by the Thai population. The main barrier to using mobile banking in Thailand is the preference for cash payment, followed by security concerns, and finally consumer behavior (Tavilla, 2015). Extensive review of extant research on technology adoption reveals that many authors have previously attempted to combine two or more theories to explore customer adoption of information technology (ArenasGaitan, Peral, & Jeronimo, 2015; Chan & Lu, 2004; Martins, Oliveira, & Popovic, 2014; Oliveira, Faria, Thomas, & Popovic, 2014). In the current research, the Technology Acceptance Model (TAM) and the secondgeneration theoretical model known as Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) are used to empirically study mobile banking adoption.