Examining the effect of consumption values on mobile banking adoption in Bangladesh: the moderating role of perceived security

Abstract

PurposeThe objective of this study is to investigate the effect of consumption values (functional, social, epistemic, and emotional value) on mobile banking (m-banking) usage intention and intention to recommend m-banking services in the context of the Bangladeshi banking sector. Furthermore, this study examines how perceived security moderates the effects of consumption values on m-banking usage intention and recommendation intention.Design/methodology/approachA self-structured questionnaire had been used to obtain survey data from a sample of 237 m-banking users in Bangladesh using a convenience sampling method. Data were analyzed by structural equation modeling based on AMOS 23.0.FindingsThe findings show that all the dimensions of consumption values (functional, epistemic, and emotional value) except social value have a significant impact on mobile banking usage intention. In turn, mobile banking usage intention has a substantial direct effect on users' recommendation intention. Furthermore, the results also demonstrate that perceived security moderates the effects of functional values on m-banking usage intention as well as m-banking usage intention on recommendation intention.Practical implicationsThese research findings offer insightful guidelines to bank marketers to increase m-banking usage intention and recommendation intention by emphasizing the functional, epistemic, and emotional value of m-banking services as well as safeguarding consumers' perceived security in m-banking transactions.Originality/valueThis study contributes to the body of knowledge by measuring the effects of consumption values dimensions on the m-banking usage intention and recommendation intention which were hardly investigated particularly in the m-banking context. To date, this study is the first attempt to examine how perceived security moderates the effects of consumption values dimensions on the m-banking usage intention as well as m-banking usage intention on recommendation intention. The findings contribute to a theoretical understanding of the importance of consumption values in consumer decision-making, particularly in the rarely studied domain of mobile banking.