Predictors of customers’ continuance intention of mobile banking from the perspective of the interactivity theory

Abstract

In order to test the key factors affecting users' continuance intention of mobile banking Apps, this study combined the Technology acceptance model (TAM) with the perceptual sinteraction model, and further added human-system interaction and perceived privacy security that was not explored in these models before. Data were collected from 349 users who had experience with mobile banking to test the model and were analyzed with a structural equation model. The present study showed that various interactive characteristics of mobile banking (human-human interaction, human-information interaction, human-system interaction) had significant positive impacts on users' perceptions of using mobile banking (perceived usefulness, perceived ease of use, perceived privacy security). Users' perceptions of using mobile banking had significantly positive impacts on users' satisfaction with mobile banking, and user satisfaction had a significant impact on users' continuance intention. Users’ income level had a significantly negative impact on their continuance intention. In order to further enhance users’ continuance intention for mobile banking, designers and managers of mobile banking are suggested to pay special attention to the interactive characteristics of mobile banking and the impact on users' perceptions of mobile banking, so as to improve customer satisfaction and continuous intention.