Abstract
Mobile financial services (MFSs) help customers execute basic financial services with their mobile phones, thereby bringing common people under the formal financial system. Despite the inherent potentiality of MFS, an increasing number of mobile financial frauds reported in different media are threatening customers. To fully analyze factors affecting the avoidance behaviors of the users, the study has employed two widely used theories, namely the theory of planned behavior (TPB) and the technology threat avoidance theory (TTAT). To reveal the complex relationship among the constructs, the partial least squared based structural equation modeling (PLS-SEM) was used to analyze the data of 255 respondents in Bangladesh. The results indicate an interesting finding that the avoidance motivation of the users is not affected by attitude. However, all other exogenous factors such as subjective norm, perceived behavioral control, perceived cost of non-avoidance significantly impact the avoidance motivation. The results also support that avoidance motivation leads to the avoidance behavior in a significant manner.
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