Exploring Antecedents of Rural Users’ Continuance of Use Intention Toward Mobile Financial Services in Bangladesh: Deployment of Expectation Confirmation Model

Abstract

Numerous studies have focused on the phases of technology adoption or acceptance, while little consideration has been given to rural users’ intentions to continue using the technology. Emphasizing this reality, the study has investigated the antecedents that exert ascendancy on rural communities’ inclination to continue using mobile financial services. This paper conceived the theoretical model based on the expectation confirmation model. Participants in this study were 400 Bangladeshi rural users who were continuously using mobile financial services. For the sake of data analysis, utilizing a structural equation modeling approach, R version 4.4.1 software was deployed. The robust findings show that users’ satisfaction with mobile financial services was significantly influenced by perceived value, perceived risk, perceived cost, government support, and perceived trust. Furthermore, satisfaction demonstrated a substantial and positive influence on the continuance of use intention. Theoretically, the study expands on ECM by adapting the concept to the technological and socioeconomic realities of rural Bangladeshi users, developing digital financial inclusion by investigating the crucial antecedents of satisfaction toward continuance of use intention through evaluation. Practically, service providers may yield strategies to increase the users’ satisfaction, which will escalate continuous use intention.