What drives m-banking clients to continue using m-banking services?
(R2020-85031)

AUTHORS

Anita Ciunova-Shuleska, Ss. Cyril and Methodius University in Skopje, Faculty of Economics - Skopje; Nikolina Palamidovska-Sterjadovski, Ss Cyril and Methodius University in Skopje, Faculty of Economics; Jana Prodanova, Universidad de Burgos

KEYWORDS

m-banking; perceived value; intentions

ABSTRACT

The purpose of this study is to analyse the drivers of m-banking perceived value and its influence on clients’ intentions to continue using m-banking, based on the Elaboration Likelihood Model. A survey with 252 respondents was conducted, using PLS-SEM to test the model. The findings indicate that m-banking perceived value is significantly influenced by contact and communication (central route) and entertainment and gamification (peripheral route), enhancing the intentions to continue using m-banking. This is the first study in the m-banking context offering evidence-based insights on the incitements of m-banking perceived value and actual clients’ intentions to continue using m-banking.