MODELING THE INTENTION TO CONTINUE USING MOBILE BANKING FROM AN INDIVIDUAL INTERACTION PERSPECTIVE

• Main Author: MARINA SITORUS NIM 33413003, HOTNA
• Format: Dissertations
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27884
• Institution: Institut Teknologi Bandung

advantages it offers. Smartphone utilization for financial service in Indonesia is far <br /> <br /> below other developing countries such as Malaysia and Cambodia. Mobile banking <br /> <br /> usage at several Indonesian banks are also below expectations. An understanding <br /> <br /> of customers’ adoption behavior is necessary to develop effective strategies to <br /> <br /> increase mobile banking usage. <br /> <br /> The adoption of mobile banking should be analyzed as a system with interacting <br /> <br /> elements. The interaction among elements in the system may generate new <br /> <br /> characteristics or new relationships, therefore should be considered in studying <br /> <br /> mobile banking adoption. Based on the literature review, there are 4 elements in <br /> <br /> adoption system: individual, technology, task, and environment. Since adoption is <br /> <br /> the decision to fully use a technology, individual as the decision maker should be <br /> <br /> regarded as the main element. <br /> <br /> The purpose of this research is to study the mobile banking adoption behavior, <br /> <br /> specifically the continuance usage intention, based on the individual interaction <br /> <br /> perspective framework. The framework studies three interaction groups, namely <br /> <br /> individual-technology, individual-task and individual-environment. In studying the <br /> <br /> individual-technology interaction, this research also studies the role of usability in <br /> <br /> explaining customer satisfaction. This research makes a theoretical contribution by <br /> <br /> providing an empirical study on mobile banking adoption behavior in Indonesia <br /> <br /> using a new perspective, namely the individual interaction perspective, and also by <br /> <br /> incorporating usability in a mobile banking adoption study. It also makes a <br /> <br /> practical contribution by providing recommendations for increasing customers’ <br /> <br /> satisfaction and their intention to continue using mobile banking. <br /> <br /> The role of usability in customer satisfaction is studied in Model 1, which is <br /> <br /> developed based on general usability and mobile application usability literatures. <br /> <br /> The model consists of 10 hypotheses which analyzes the relationships among 6 <br /> <br /> constructs, i.e. perceived usefulness, ease of use, learnability, UI structure quality, <br /> <br /> UI input quality and UI output quality. The role of interactions in continuance <br /> <br /> usage intention is studied in Model 2, which is developed based on various <br /> <br /> experience. The model consists of 18 hypotheses which analyzes the relationships <br /> <br /> among 9 constructs, i.e. satisfaction, perceived usefulness, ease of use, learnability, <br /> <br /> compatibility, flow experience, trust, social influence and visibility in explaining <br /> <br /> the intention to continue using mobile banking. <br /> <br /> Both models are evaluated using structural equation modeling. Partial Least <br /> <br /> Squares – Structural Equation Modeling (PLS-SEM) is used for Model 1 evaluation <br /> <br /> because of the formative constructs it contains. PLS-SEM is also used for Model 2 <br /> <br /> evaluation, which is later confirmed using Covariance-Based Structural Equation <br /> <br /> Modeling (CB-SEM). Data for both model evaluations are simultaneously collected <br /> <br /> using a survey. 396 and 440 data are used for Model 1 and 2, respectively. <br /> <br /> The results of Model 1 evaluation show that the model is able to explain 78.8% <br /> <br /> variance of customer satisfaction. 6 of 10 hypotheses are supported at 5% <br /> <br /> significance level. Customer satisfaction is directly affected by perceived ease of <br /> <br /> use, learnability and usefulness. Based on total effect analysis, perceived ease of <br /> <br /> use and learnability have the biggest role in shaping customer satisfaction. The <br /> <br /> results of Model 2 evaluation show that the model is able to explain 83.1% variance <br /> <br /> of the continuance usage intention. 13 of 18 hypotheses are supported at 5% <br /> <br /> significance level. The intention to continue using mobile banking is directly <br /> <br /> influenced by satisfaction, compatibility and perceived usefulness. Based on total <br /> <br /> effect analysis, perceived learnability, ease of use and satisfaction have the <br /> <br /> strongest influence on continuance usage intention. <br /> <br /> The findings show that individual-technology, individual-task and individualenvironment <br /> <br /> interactions have an important role in explaining the intention to <br /> <br /> continue using mobile banking. It is also found that usability has a huge role in <br /> <br /> explaining customers’ satisfaction and their intention to continue using mobile <br /> <br /> banking. Numerous customers access mobile banking services from multiple banks, <br /> <br /> hence banks with higher mobile banking usability have higher chance to be used <br /> <br /> continually by their customers. This study also finds that, contradicting to <br /> <br /> technology adoption studies in general, the perceived learnability should be <br /> <br /> analyzed separately from perceived ease of use. Both are found to have a highly <br /> <br /> important role in explaining satisfaction and continuance usage intention, and their <br /> <br /> affects are stronger than that of perceived usefulness. The analysis of individualtask <br /> <br /> interaction finds that trust is no longer an issue when customers decide to <br /> <br /> continue using mobile banking, but it has an impact on perceived usefulness. The <br /> <br /> analysis of individual-environment interaction finds that the mobile banking usage <br /> <br /> visibility in customers’ social network has a moderate effect on their intention to <br /> <br /> continue using it. <br /> <br /> This research proposes several recommendations to help banks increase <br /> <br /> customers’ satisfaction and their intention to continue using mobile banking, e.g. <br /> <br /> design directions for improving mobile banking application, several customer <br /> <br /> support and positioning strategies. Future study can be directed at identification of <br /> <br /> perceived learnability determinants, impacts of customer trust, further study on <br /> <br /> other interactions, and usability testing on mobile banking application.