Mobile banking is transforming the way the banking industry creates and delivers value to its customers. This channel of banking has not only reduced the cost of access to banking services but has also created opportunities for service differentiation. Thus, for banks, their understanding of customer segments in terms of the degree of various mobile banking services availed by consumers is critical to the sustainability of the banking industry. This study integrates trust and lifestyle compatibility in the technology acceptance model (TAM) to develop a conceptual framework for discussing consumer attitude and intention towards mobile banking services. A sample of 367 respondents was asked to complete a survey. This article attempts to segment the consumers into distinct groups based on whether users avail mobile banking services or not. The hierarchical clustering technique was used for segmentation. Three clusters were obtained which were labelled as Active User, Traditional Follower and Laggard. A profile of each cluster was developed in terms of their demographics (age, gender, income, etc.). Further, analysis of variance was conducted to determine whether antecedents to mobile banking, namely ease of use, convenience, efficiency, trust and lifestyle compatibility significantly differ between the clusters. For antecedents where the difference was found to be significant, a post-hoc analysis was conducted to determine the difference between various cluster pairs. A similar analysis was conducted for Attitude and Intention variables to find out whether it varies between the cluster pairs. The results showed that a statistically significant difference exists between clusters with respect to the various antecedents to mobile banking, attitude and intention. Managerial implications and social implications of the study are also discussed.

移动银行正在改变银行业为客户创造和提供价值的方式。这种银行业务渠道不仅降低了获得银行服务的成本，而且还为服务差异化创造了机会。因此，对于银行而言，他们根据消费者所提供的各种移动银行服务的程度对客户群的理解对于银行业的可持续性至关重要。这项研究将信任和生活方式兼容性集成到了技术接受模型（TAM）中，以开发一个概念框架来讨论消费者对移动银行服务的态度和意图。要求367名受访者完成调查。本文尝试根据用户是否使用移动银行服务将消费者分为不同的组。分层聚类技术用于分割。获得了三个集群，分别标记为活动用户，传统追随者和落后者。根据人口统计（年龄，性别，收入等），对每个集群进行了概要介绍。此外，进行了方差分析以确定移动银行的先行条件，即易用性，便利性，效率，信任和生活方式兼容性在两个集群之间是否存在显着差异。对于发现差异显着的前因，进行事后分析以确定各种聚类对之间的差异。对“态度”和“意图”变量进行了类似的分析，以了解其在集群对之间是否有所不同。结果表明，集群之间在移动银行的各种先行因素，态度和意图方面存在统计学上的显着差异。还讨论了研究的管理意义和社会意义。