ARE YOU STILL WITH US? A STUDY OF THE POST-ADOPTION DETERMINANTS OF SUSTAINED USE OF MOBILE-BANKING SERVICES

초록

This research develops and empirically tests a theoretical model that explains sustained use of mobile banking services. While an extensive array of research has examined various theoretical antecedents of the intention to adopt and use new technologies, only a handful of studies have examined the extent of current usage of a system. Moreover, despite the huge market potential of and recent technological advancements seen in the mobile-commerce market, little is known about the factors that can influence sustained use of integrated mobile financial services after adoption. The present research examines the extent of mobile banking service usage of 370 Korean mobile-baking users in the post-adoption stage. The results of the study indicate that perceived usability, channel preference, and perceived value are three major determinants of sustained mobile banking use. The model further extends and explains that good menu design is a dominant factor in perceived usability of m-banking services, while low monetary costs (i.e., charges and fees) and provision of various banking functions can improve m-banking users' perception of the value of m-banking services. Along with the suggested model, the presented case of factors promoting successful m-banking services will help many mobile industries around the world envisage a successful and stable mobile-financial services market and accelerate their development. Implications of the findings and future research directions are also discussed.

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