AN EMPERICAL ANALYSIS OF ADOPTION OF MOBILE BANKING SERVICES IN PUNE CITY: WITH REFERENCE TO DIFFUSION OF INNOVATION THEORY
Mobile commerce has a massive potential in India. M commerce is attractive application for this generation with enhanced connectivity and wider reach. In India, banking services are relatively limited; especially in rural areas mobile commerce will be a very viable option. This research paper will focus the factors affecting to adoption process of mobile banking services, using diffusion of innovation theory. Innovations have made the traditional banking system more competitive with technological advancement. This paper will help to find out the relationship between diffusion of innovation theory and adoption process of the mobile banking services in Pune city. Innovation attributes are like relative advantage, complexity, observability, trailability and perceived risk. This paper will evaluate how these attributes are having an impact on adoption process of mobile banking in Pune city.