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Enhancing Perceptions and Behavior: Exploring Factors Influencing Mobile Banking Services and Artificial Intelligence Adoption in Lipa City, Batangas

Open Access
Journal Type:Research Article
Subject Field:Finance and Banking Research
Downloads:1147
Publish Date:September 10, 2023 8:00 pm
Views:916
Volume:132, Issue: 1, September, 2023
Subject:Business Studies
Pages:58-76

Abstract

The adoption of mobile banking is now low in the country, making it critical to understand consumer perceptions and behaviors toward it. This study utilized a descriptive and causal research design to investigate the respondents perceptions of technology and non-technology-based determinants of mobile banking. The study also looked into the behavior of the respondents towards mobile banking usage and comfort using Artificial Intelligence (AI) mobile banking services. It also determined if technology and non-technology-based determinants significantly affect mobile banking usage and comfort using AI mobile banking services. Through purposive sampling, 150 mobile banking application users in Lipa City, Batangas, were chosen as the respondents. The data gathered were analyzed using simple percentage, mean and composite mean, and multiple linear regression. The studys results indicated that technology-based determinants positively and significantly affect mobile banking usage and comfort using AI mobile banking services. The study also found that the respondents often and will likely continue using mobile banking mainly due to its relative advantage. However, their high comfort level with mobile banking has yet to extend to AI mobile banking services.

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