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Privacy and Personalization in Continued Usage Intention of Mobile Banking: An Integrative Perspective

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  • Mousa Albashrawi

    (King Fahd University of Petroleum and Minerals
    University of Massachusetts Lowell)

  • Luvai Motiwalla

    (University of Massachusetts Lowell)

Abstract

Over the last decade, bank industry has made a significant investment on mobile banking (MB) as an innovative tool with an expectation that MB services increase customer satisfaction. While the focus has been increasingly on MB adoption, banking research shows more value is generated with frequent and continued usage of MB services, an area that has been given little attention. This study integrates privacy and personalization into TAM theoretical model to address this gap. SEM analysis of a sample of 486 MB customers from a US local bank reveals that perceived usefulness and perceived ease of use are significant predictors of satisfaction, while satisfaction can determine continued usage intention of MB. However, the interaction effect shows statistical significance for privacy, but not for personalization. Limitations and implications for academia and industry are discussed.

Suggested Citation

  • Mousa Albashrawi & Luvai Motiwalla, 2019. "Privacy and Personalization in Continued Usage Intention of Mobile Banking: An Integrative Perspective," Information Systems Frontiers, Springer, vol. 21(5), pages 1031-1043, October.
    • Handle: RePEc:spr:infosf:v:21:y:2019:i:5:d:10.1007_s10796-017-9814-7
    DOI: 10.1007/s10796-017-9814-7
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    8. Arpan Kumar Kar, 0. "What Affects Usage Satisfaction in Mobile Payments? Modelling User Generated Content to Develop the “Digital Service Usage Satisfaction Model”," Information Systems Frontiers, Springer, vol. 0, pages 1-21.
    9. Abhipsa Pal & Tejaswini Herath & Rahul De’ & H. Raghav Rao, 2021. "Is the Convenience Worth the Risk? An Investigation of Mobile Payment Usage," Information Systems Frontiers, Springer, vol. 23(4), pages 941-961, August.
    10. Nadire Cavus & Yakubu Bala Mohammed & Mohammed Bulama & Muhammad Lamir Isah, 2023. "Examining User Verification Schemes, Safety and Secrecy Issues Affecting M-Banking: Systematic Literature Review," SAGE Open, , vol. 13(1), pages 21582440231, January.
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    12. Jung-Chieh Lee & Yuyin Tang & SiQi Jiang, 2023. "Understanding continuance intention of artificial intelligence (AI)-enabled mobile banking applications: an extension of AI characteristics to an expectation confirmation model," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
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    14. Arpan Kumar Kar, 2021. "What Affects Usage Satisfaction in Mobile Payments? Modelling User Generated Content to Develop the “Digital Service Usage Satisfaction Model”," Information Systems Frontiers, Springer, vol. 23(5), pages 1341-1361, September.
    15. Ahmad Almagrashi & Abdulwahab Mujalli & Tehmina Khan & Osama Attia, 2023. "Factors determining internal auditors’ behavioral intention to use computer-assisted auditing techniques: an extension of the UTAUT model and an empirical study," Future Business Journal, Springer, vol. 9(1), pages 1-19, December.
    16. Oussama Tounekti & Antonio Ruiz-Martínez & Antonio F. Skarmeta-Gómez, 2021. "Users’ Evaluation of a New Web Browser Payment Interface for Facilitating the Use of Multiple Payment Systems," Sustainability, MDPI, vol. 13(9), pages 1-24, April.
    17. Ashraf Hilal & Concepción Varela-Neira, 2022. "Understanding Consumer Adoption of Mobile Banking: Extending the UTAUT2 Model with Proactive Personality," Sustainability, MDPI, vol. 14(22), pages 1-23, November.
    18. Zhong, Junying & Chen, Tiao, 2023. "Antecedents of mobile payment loyalty: An extended perspective of perceived value and information system success model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    19. Jae Kyu Lee & Younghoon Chang & Hun Yeong Kwon & Beopyeon Kim, 2020. "Reconciliation of Privacy with Preventive Cybersecurity: The Bright Internet Approach," Information Systems Frontiers, Springer, vol. 22(1), pages 45-57, February.
    20. Amita Goyal Chin & Mark A. Harris & Robert Brookshire, 2022. "An Empirical Investigation of Intent to Adopt Mobile Payment Systems Using a Trust-based Extended Valence Framework," Information Systems Frontiers, Springer, vol. 24(1), pages 329-347, February.
    21. Cruz-Jesus, Frederico & Figueira-Alves, Hugo & Tam, Carlos & Pinto, Diego Costa & Oliveira, Tiago & Venkatesh, Viswanath, 2023. "Pragmatic and idealistic reasons: What drives electric vehicle drivers' satisfaction and continuance intention?," Transportation Research Part A: Policy and Practice, Elsevier, vol. 170(C).
    22. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "The abandonment behaviour of the branded app consumer: A study using interpretive structural modelling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    23. Frank Bivar Franque & Tiago Oliveira & Carlos Tam, 2023. "Continuance Intention of Mobile Payment: TTF Model with Trust in an African Context," Information Systems Frontiers, Springer, vol. 25(2), pages 775-793, April.
    24. Abdalwali Lutfi, 2022. "Factors Influencing the Continuance Intention to Use Accounting Information System in Jordanian SMEs from the Perspectives of UTAUT: Top Management Support and Self-Efficacy as Predictor Factors," Economies, MDPI, vol. 10(4), pages 1-17, March.
    25. Zeleke Siraye Asnakew, 2020. "Customers’ Continuance Intention to Use Mobile Banking: Development and Testing of an Integrated Model," The Review of Socionetwork Strategies, Springer, vol. 14(1), pages 123-146, April.

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