Abstract
The study aims to examine the impact of mobile banking (m-banking) application interactivity on consumer engagement. The study also analyses the moderation effects of perceived security concerns, consumer innovativeness, and consumer involvement. The study employed a 2 (interactivity: high versus low) × 2 (perceived security concern: high versus low) × 2 (consumer innovativeness: high versus low) x 2 (consumer involvement: high versus low) between-subjects experimental design among 376 Indian mobile banking users. The results indicate that interactivity positively impacts consumer engagement in m-banking applications. The results also show the significant moderating effects of perceived security concerns, consumer innovativeness, and consumer involvement. The findings of the study enrich the online engagement literature by examining the impact of interactivity on consumer engagement in the m-banking context. The results of the study will help banks in enhancing their m-banking application interactivity to enhance consumer engagement.
Highlights
Information technology advancements, internet infrastructure development, and mobile phone penetration have motivated marketers to deliver their services using a mobile phone, and banks are no exception (Shankar et al, 2020)
High m-banking application interactivity (M = 3.79, SD = .69) has a more favorable impact on consumer engagement compared to low m-banking application interactivity (M = 3.12, SD = .57) (See Table 2)
The results presented in table 3 indicated that there is a significant interaction effect ((F (2, 373) = 64.56, p
Summary
Information technology advancements, internet infrastructure development, and mobile phone penetration have motivated marketers to deliver their services using a mobile phone, and banks are no exception (Shankar et al, 2020). Banks are early adopters of technology in delivering their services and use different channels such as automated teller machines, telephone banking, online banking, mobile banking, as well as near field communication to provide their services (Laukkanen, 2016; Shankar and Kumari, 2016). M-banking platforms provide several benefits to banks and are an effective channel for consumers in accessing banking services (Shaikh and Karjaluoto, 2015; Shankar et al, 2019). A consumer can perform transactions, bill payments, mobile and DTH (a digital satellite TV service) recharges and investment and obtain account information over m-banking platforms in an effortless manner (Shankar et al, 2019). Many consumers tend to adopt m-banking platforms to access banking services. The total number of m-banking users is expected to reach the 150
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