The Analysis of Influencing Factors and Promotion Strategy for the Use of Mobile Banking

Huili YAO, Chunfang ZHONG


The main factors that influence the mobile banking’ s promotion are specifically analyzed based on the three-factor theory, namely the external environmental factors, internal factors of consumers and marketing factors. It can come to a conclusion that culture, perception of risk, marketing factors are the three main factors that affect mobile banking’ s marketing. Then the effective countermeasures are put forward as well in the paper. Key words: Mobile banking; Consumer behaviour; MarketingRésumé: Les facteurs de canalisation qui influencent la promotion d'opérations bancaires mobile sont spécifiquement analysés basés sur la théorie de trois-facteur, à savoir les facteurs environnementaux externes, facteurs internes des consommateurs et facteurs de vente. Elle peut arriver à une conclusion que la culture, perception de risque, lançant des facteurs sur le marché sont les trois facteurs principaux qui affectent la gestion bancaire mobile. Alors les contre-mesures efficaces sont aussi bien proposés dans le papier. Mots clés: Opérations bancaires mobiles; Comportement du consommateur; Commercialisation

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