Privacy and Personalization in Continued Usage Intention of Mobile Banking: An Integrative Perspective

Abstract

Over the last decade, bank industry has made a significant investment on mobile banking (MB) as an innovative tool with an expectation that MB services increase customer satisfaction. While the focus has been increasingly on MB adoption, banking research shows more value is generated with frequent and continued usage of MB services, an area that has been given little attention. This study integrates privacy and personalization into TAM theoretical model to address this gap. SEM analysis of a sample of 486 MB customers from a US local bank reveals that perceived usefulness and perceived ease of use are significant predictors of satisfaction, while satisfaction can determine continued usage intention of MB. However, the interaction effect shows statistical significance for privacy, but not for personalization. Limitations and implications for academia and industry are discussed.

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

“…Personalization service aims to create user-friendly and pleasant shopping atmospheres and to make a customer feel that their needs have been satisfied and opinions have been respected. Such a pleasant atmosphere is the attribute mentioned most frequently and was brought up as a dominant facilitator of shopping pleasure [43], as GOSC consumers evaluate the quality of personalization services on a platform and develop their cognition towards it, which may, in turn, affect their emotional states [44,45]. Specifically, following the concept proposed by Xu et al (2017) [3], we define the concept of personalization as the level of a perceived service that meets personalized needs of a consumer in the GOSC context, and the associated personalized service provided by a GOSC platform includes product recommendations on consumers' personalized shopping home pages, product recommendations based on consumers' current searches, etc., [2].…”

Role of Personalization in Continuous Use Intention of Mobile News Apps in India: Extending the UTAUT2 Model

“…Among them, the popular areas are the influence of personalization on consumer behavior [39][40][41] and how consumers respond to it [42][43][44]. In addition, studies on identifying the effect of personalization on privacy and trust [45,46], satisfaction, and consumer loyalty [47,48] have been actively pursued. Krishnaraju, Mathew [49], and Tam and Ho [50] conceptualized web personalization having three core features viz.…”

“…Personalization is a pertinent determinant of information system (IS) continued usage intention and has been observed to have a considerable impact on the continuous use intention of mobile banking apps [47]. In his theory of diffusion of innovation, Rogers [56] proposed that personalization has a positive effect on the initial and continuous use of an innovation.…”

Accommodating Practices During Episodes of Disillusionment with Mobile IT

“…Specifically, it can help them towards addressing the failings, either directly by tackling them, or indirectly, by providing users with the means to develop more elegant workarounds. In all cases, addressing these triggers can help make for easier to use IT, increase the continued use of IT artefacts and therefore make for more successful IT products (Albashrawi and Motiwalla 2019).…”