CONTINUANCE INTENTION OF MOBILE BANKING AMONG USERS: AN EXTENDED UNIFIED EXPECTED CONFIRMATION MODEL

Abstract

Mobile Banking adoption is a continuous process. Mobile banking users examine and evaluate the services provided by the mobile banking, then decide to continuance behavior of mobile banking. After the adoption of mobile banking, the continuance intention is influenced by several factors such as satisfaction, perceived usefulness, and subjective norms, however, mobile service quality and risk perception of COVID-19 has been unexplored area in the unified model of IT continuance. Drawing on the theoretical grounds of unified model of expected confirmation, SERVQUAL model, and protective motivation theory, this study examines the influence of risk perception of COVID-19 and mobile service quality on continuance intention of mobile banking. This study adopted a quantitative, descriptive, cross-sectional research methodology. Data were collected through 326 mobile banking users. Partial least squares structural equation model was applied to examine the relationships. Results confirmed a significant positive influence of satisfaction on continuance intention of mobile banking. This study found a significant positive impact of mobile service quality on satisfaction and confirmation. However, this study shows no significant influence of subjective norms, risk perception of COVID-19, perceived usefulness on continuance intention of mobile banking Based on the findings of this research, this study has provided the theoretical and practical implications for researchers and managers. The study has incorporated mobile service quality and risk perception of COVID-19 in an extended unified model of expected confirmation of mobile banking. Likewise, organizations could craft and draft their organizational strategies so that they can gain a competitive advantage in the highly competitive mobile banking market of Nepal