PERCEPTION OF YOUTH TOWARDS MOBILE BANKING USAGE INTENTION – AN EMPIRICAL STUDY

Purpose of This Paper: The main aim of this empirical study is to examine the mobile banking usage intention among the youth customers of public and private sector banks in India. Research Methodology: The empirical research design was adopted by employing survey method to collect responses from target population through convenience sampling method. The primary data collected were subjected to analysis using SPSS Version 23.0 and the statistical tools such as, percentage analysis, Correlation analysis, Factor analysis and multiple regression analysis. Major Findings: Statistical evidences exhibit that mobile banking usage intention variables have been reduced to five independent factors namely, Convenience Factor (CF), Benefits Factor (BF), Deliberation Factor (DF), Safety Factor (SF) and Trust Factor (TF) in their order of dominance and occupational status is most significant influence of total mobile banking usage intention, followed by major source to information about mobile banking service. Practical Implications: User friendliness and Users Awareness of Mobile Banking at large has to be thrusted at every branch banking units to digitally promote awareness of Government Schemes such as, Jan Dhan Yojana, Digital India, Licensing Small Finance Banks/Payment Banks, Aadhaar Enrollment and etc. Originality of the Paper: This research paper aims in exploring the youth customer behaviour and usage intention towards mobile banking in the Chennai city.