Examining the effect of consumption values on mobile banking adoption in Bangladesh: the moderating role of perceived security
Kybernetes, ISSN: 0368-492X, Vol: 52, Issue: 12, Page: 6232-6250
2023
- 2Citations
- 47Captures
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Article Description
Purpose: The objective of this study is to investigate the effect of consumption values (functional, social, epistemic, and emotional value) on mobile banking (m-banking) usage intention and intention to recommend m-banking services in the context of the Bangladeshi banking sector. Furthermore, this study examines how perceived security moderates the effects of consumption values on m-banking usage intention and recommendation intention. Design/methodology/approach: A self-structured questionnaire had been used to obtain survey data from a sample of 237 m-banking users in Bangladesh using a convenience sampling method. Data were analyzed by structural equation modeling based on AMOS 23.0. Findings: The findings show that all the dimensions of consumption values (functional, epistemic, and emotional value) except social value have a significant impact on mobile banking usage intention. In turn, mobile banking usage intention has a substantial direct effect on users' recommendation intention. Furthermore, the results also demonstrate that perceived security moderates the effects of functional values on m-banking usage intention as well as m-banking usage intention on recommendation intention. Practical implications: These research findings offer insightful guidelines to bank marketers to increase m-banking usage intention and recommendation intention by emphasizing the functional, epistemic, and emotional value of m-banking services as well as safeguarding consumers' perceived security in m-banking transactions. Originality/value: This study contributes to the body of knowledge by measuring the effects of consumption values dimensions on the m-banking usage intention and recommendation intention which were hardly investigated particularly in the m-banking context. To date, this study is the first attempt to examine how perceived security moderates the effects of consumption values dimensions on the m-banking usage intention as well as m-banking usage intention on recommendation intention. The findings contribute to a theoretical understanding of the importance of consumption values in consumer decision-making, particularly in the rarely studied domain of mobile banking.
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