Diffusion of Mobile Banking and Its Adoption: An Empirical Study in India

This study examined the possible attributes of innovation that contribute to the adoption of innovative mobile banking services in India. Diffusion of innovation theory was utilised to study Indian customers living in the state of Odisha. The attributes of innovation as identified by Roger, used for this investigation, were complexity, compatibility, relative advantage and trialability. The results reveal that only complexity had a negative relationship with intention to adopt innovative mobile banking in India, while other attributes of innovation show a positive relationship. Several marketing-related recommendations are offered for improving the success rate for the adoption of mobile banking in India.