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

Author

Listed:
  • Md. Benzeer Rizvee

    (Department of Finance and Banking, National University, Gazipur 1704, Bangladesh)

  • Md. Nur Alam Siddik

    (Department of Finance and Banking, Begum Rokeya University, Rangpur 5404, Bangladesh)

  • Sajal Kabiraj

    (Strategy & International Business, Faculty of Business and Hospitality Management, LAB University of Applied Sciences, Mukkulankatu 19, 15101 Lahti, Finland)

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.

Suggested Citation

  • Md. Benzeer Rizvee & Md. Nur Alam Siddik & Sajal Kabiraj, 2025. "Exploring Antecedents of Rural Users’ Continuance of Use Intention Toward Mobile Financial Services in Bangladesh: Deployment of Expectation Confirmation Model," JRFM, MDPI, vol. 18(5), pages 1-21, April.
    • Handle: RePEc:gam:jjrfmx:v:18:y:2025:i:5:p:236-:d:1644183
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    References listed on IDEAS

    as
    1. Dass, Rajanish & Pal, Sujoy, 2011. "Adoption of Mobile Financial Services among Rural Under-Banked," IIMA Working Papers WP2011-02-02, Indian Institute of Management Ahmedabad, Research and Publication Department.
    2. Rajesh Kumar Saha & Md. Borak Ali, 2024. "Does enduring brand loyalty in mobile financial service platforms require strong commitment? A stimulus-organism-response (SOR) perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1623-1634, December.
    3. Stefanos Balaskas & Maria Koutroumani & Kiriakos Komis & Maria Rigou, 2024. "FinTech Services Adoption in Greece: The Roles of Trust, Government Support, and Technology Acceptance Factors," FinTech, MDPI, vol. 3(1), pages 1-19, January.
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