CONTINUOUS USE OF MOBILE BANKING APPLICATIONS: THE ROLE OF PROCESS VIRTUALIZABILITY, ANTHROPOMORPHISM AND VIRTUAL PROCESS FAILURE RISK

Abstract

Aim/Purpose The research aims to investigate the factors that influence the continuous use of mobile banking applications to complete banking monetary transactions. Background Despite a significant increase in the use of mobile banking applications, particularly during the COVID-19 pandemic, new evidence indicates that the use rate of mobile banking applications for operating banking monetary transactions has declined. Methodology The study proposed an integrated model based mainly on the process virtualization theory (PVT) with other novel factors such as mobile banking application anthropomorphism and virtual process failure risk. The study model was empirically validated using structural equation modeling analysis on quantitative data from 484 mobile banking application users from Jordan. Contribution The study focuses on continuing use or post-adoption behavior rather than preadoption behavior. This is important since the maximum and long-term viability, as well as the financial investment in mobile banking applications, depend on regular usage rather than first-time use or initial experience.