Exploring mobile banking services for user behavior in intention adoption: using new hybrid MADM model

Mobile banking services are one of the most promising recent technological innovations. In this study, we developed a conceptual model to explore mobile banking services for user behavior in the financial banking industry in intention adoption. The aim of this study is to explore the effect of user behavior and guidance on the mobile banking services intention adoption structure model among customers based on decomposed theory of planned behavior and trust-related behaviors based on the knowledge of experts. In this study, we use a new hybrid model, the multiple attribute decision making (MADM) model, which combines decision making trial and evaluation laboratory (DEMATEL) for building an influential network relationship map (INRM), DANP (DEMATEL-based ANP) for determining the influential weights of criteria, and the VIKOR method using the influential weights to evaluate and integrate the criteria in the gaps and reduce the gaps to satisfy the users' behavior needs based on INRM. An empirical case of Taiwan's financial banking industry is used as an example to demonstrate the application of the proposed hybrid MADM model and its efficiency. In the results, we find that the proposed user behavior framework can offer a deeper understanding of the variables/criteria that influence the interrelationship for the intention adoption of mobile banking services by DEMATEL technique. We can also combine the influential weights of DANP with weighting gaps using the VIKOR method to evaluate how to reduce these gaps and provide the best improvement strategies to satisfy the mobile banking services for users' behavior needs.