An Empirical Segmentation of Users of Mobile Banking Apps

Factors influencing behavioural intention to use mobile banking among retail banking clients

“…Individuals who view mobile banking to be useful are likely to adopt the service. This conclusion substantiates the current body of literature on the influence of perceived usefulness on acceptance of mobile banking (Alavi & Ahuja, 2016;Alksasbeh & Alqaralleh, 2017;Gu et al, 2009;Hanafizadeh et al, 2014;Koksal, 2016;Kumar et al, 2017;Makanyeza, 2017;Mathew et al, 2014;Munir & Ilyas, 2017;Mutahar et al, 2017;Richa Priya, et al, 2018;Shaikh et al, 2018;Sharma et al, 2017).…”

“…The result implies that clients who believe that the application is easy to use are likely to adopt mobile banking. This conclusion is in line with the current body of literature that the perceived ease of use increases the adoption of recent technology (Davis, 1989;Alavi & Ahuja, 2016;Alksasbeh & Alqaralleh, 2017;Gu et al, 2009;Hanafizadeh et al, 2014;Koksal, 2016;Kumar et al, 2017;Makayeza, 2017;Mathew et al, 2014;Munir & Ilyas, 2017;Mutahar et al, 2017;Richa Priya et al, 2018;Sharma et al, 2017;Singh & Srivastava, 2018).…”

“…Further, demographic factors of respondents were included in the model to test if there are significant differences in behavioural intention to use mobile banking attributable to age, gender, educational attainment, and monthly income. Previous research in the context of perceived ease of use provides evidence of the significant and positive effect on the intention to use (Davis, 1989;Alavi & Ahuja, 2016;Alksasbeh & Alqaralleh, 2017;Gu, Lee, & Suh, 2009;Hanafizadeh, Behboudi, Abedini Koshksaray, & Jalilvand Shirkhani Tabar, 2014;Koksal, 2016;Kumar et al, 2017;Makanyeza, 2017;Mathew, Sulphey, & Prabhakaran, 2014;Munir & Ilyas, 2017;Mutahar, Daud, Ramayah, Isaac, & Alrajawy, 2017;Richa Priya et al, 2018;Sharma et al, 2017;Singh & Srivastava, 2018). According to the literature review study of Tam & Oliveira (2017), it is one of the significant drivers of intention to use mobile banking.…”

“…There have been numerous empirical studies that found perceived usefulness has a significant and positive effect on the intention to use (Alavi & Ahuja, 2016;Alksasbeh & Alqaralleh, 2017;Gu et al, 2009;Hanafizadeh et al, 2014;Koksal, 2016;Kumar et al, 2017;Makanyeza, 2017;Mathew et al, 2014;Munir & Ilyas, 2017;Mutahar et al, 2017;Richa Priya et al, 2018;Shaikh et al, 2018;Sharma et al, 2017). According to Tam & Oliveira (2017), perceived usefulness is also an important driver of intention to use mobile banking.…”

Identification of two decision‐making paths underpinning the continued use of branded apps

“…There is less research that focuses on what drives continued use of branded apps (or outcome stage), which is concerning given that continued use is essential to the market survival and profitability of apps. Moreover, extant research that strived to understand what entices consumers to decide to continue using an app has concentrated on factors such as positive consumer perceptions (e.g., Alavi & Ahuja, 2016); wellestablished drivers of technology acceptance and use (e.g., ease of use and usefulness, see, Byun, Chiun & Bae, 2018); and apps' unique characteristics such as ubiquity and opportunities for personalization (e.g., Kim, Baek, Kim, & Yoo, 2016). Thus, existing research is based on the underlying assumption that consumers' continued use of branded apps is the result of a thoughtful evaluation, whereby the consumer ascertains if the app's characteristics match the benefits sought (see Fang, 2017;Tseng & Lee, 2018;Xu, Peak, & Prybutok, 2015).…”