Factors Affecting Sustainable Intention to Use Mobile Banking Services

Abstract

This study aims to (a) identify perception factors that affect current mobile banking (M-banking) consumers’ continuous use of the technology, (b) explain the self-service technology (STT) dimensions that affect customers’ behavioral intention, and (c) be able to offer recommendations to the banking industry or other organizations related to M-banking in terms of developing M-banking services in the future. Analyzed data were collected from 688 existing Thai M-banking users through online questionnaires. This study used the SPSS and AMOS statistical programs to analyze the data by applying structural equation modeling based on SSTs’ service qualities and the technology acceptance model (TAM). From the results, this analysis shows positive and significant relationships among SSTs’ service qualities, perception, and sustainable intention to use M-banking services. This study provides vital knowledge related to essential characteristics of M-banking as an STT that could assist banking institutions and application providers in enhancing their M-banking products. Moreover, this study adds to the knowledge area of SSTs’ service qualities in financial mobile application dimensions.