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

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.