What affects the promoting intention of mobile banking services? Insights from mining consumer reviews

Bibaswan Basu, M.P. Sebastian and Arpan Kumar Kar

Journal of Retailing and Consumer Services, 2024, vol. 77, issue C

Abstract: Unlike adoption intention, the post-adoption intention of mobile banking (m-banking) services has not been extensively investigated. Most extant studies predicted usage continuance intention as a post-adoption behaviour. However, existing consumers' promoting intention is yet to be explored. This study attempts to address the concerns of technology-resisting consumers in India who seek signals from existing consumers which can change their perception towards m-banking adoption. We adopt the Expectation Disconfirmation Theory and Thatcher's framework to understand the cognitive factors induced by m-banking services which affect consumers' post-exposure behaviour. Using natural language processing, we identify the relevant factors by mining a total of around 157 thousand and 190 thousand consumer reviews from Google play store and Apple app store on PhonePe and Paytm respectively, two extensively used m-banking apps in India. We craft a unique framework by mapping these factors to theoretical lexicons. We use multiple ordinal regression models to confirm how these factors affect the promoting intention of m-banking services. We find perception of resources, internet anxiety from cyberthreats, technology-trusting performance, and intention significantly influence the promoting intention for PhonePe, whereas, technology-trusting expectation too impact the promoting intention for Paytm. Apart from the technology-resisting consumers, our findings can also help the mobile banking service providers improving their services, enhancing markets, and gaining more customers.

Keywords: Expectation disconfirmation theory; Mobile banking; Electronic banking; Technology promoting intention; Big data analytics; Technology adoption (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004460

DOI: 10.1016/j.jretconser.2023.103695

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