Factors Influencing Users’ Behavioral Intention to Reuse Mobile Financial Services in Bangladesh

Abstract

Objective – This paper aims to empirically examine the factors influencing the users’ behavioral intention to reuse mobile technology to facilitate their financial services in Bangladesh. Methodology/Technique – A self-administered online survey method was used and 400 responses were collected with Likert-type questions using Google Forms as a medium. A model was developed and proposed based on different technology acceptance models like TAM, UTAUT and similar studies on factors influencing users’ intention to adopt and reuse mobile financial services in Bangladesh. The proposed model was tested by performing simple and multiple linear regression using SPSS software. Findings – The results show that perceived ease of use influences perceived usefulness of mobile financial services but perceived ease of use, perceived usefulness and security have no influence on trust in terms of behavioral intention to reuse mobile financial services in Bangladesh. However, with the exception of trust and perceived financial cost, the remaining variables such as perceived usefulness, perceived ease of use, security, perceived risk, social influence and facilitating conditions significantly influence behavioral intentions to reuse mobile financial services in Bangladesh. Novelty - This study examines crucial factors spotted in literature in the context of Bangladesh. Earlier papers have primarily focused on traditional banking clients’ behavioral intention toward their bank’s mobile banking facilities in Bangladesh. This paper is comprehensively designed to identify influential factors of reusing non-traditional mobile financial services like bKash, Rocket, Nagad etc. at the growth level in the industry of Bangladesh. The researcher tried to identify factors influencing both bank and non-bank users to reuse mobile financial services for their digital transactions. Type of Paper: Empirical. JEL Classification: M31, M39. Keywords: bKash; Bangladesh; Mobile Banking; Behavioral Intentions; Reuse; Mobile Financial Services. Reference to this paper should be made as follows: Khan, M.R; Chaipoopirutana, S. 2020. Factors Influencing Users’ Behavioral Intention to Reuse Mobile Financial Services in Bangladesh, J. Mgt. Mkt. Review 5(3) 155 – 169. https://doi.org/10.35609/jmmr.2020.5.3(4)

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