MFS usage intention during COVID-19 and beyond: an integration of health belief and expectation confirmation model

Farjana Nur Saima · Md. H Asibur Rahman · Ratan Ghosh

9 citations0/0 files storedJournal of Economic and Administrative Sciences

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Health, Technology, Consumer Behavior

Abstract

Purpose The usage rate of mobile financial services (MFS) has shown an uptick since the emergence of the COVID-19 pandemic in Bangladesh. This study aims to reveal the underpinning reasons for such MFS surge and its continuance by integrating health belief model (HBM) and expectation confirmation model (ECM). Design/methodology/approach The study analyzes 529 MFS users' responses during the second wave of the COVID-19 outbreak in Bangladesh using the partial least square method. Findings Satisfaction is more predictive than perceived usefulness in explaining continuance usage intention. Expectation confirmation also indirectly affects continuance intention. Among the HBM constructs, the indirect effect of perceived severity on continuance intention via perceived usefulness and satisfaction is significant. Besides, the impact of self-efficacy on continuance intention is also significant. Moreover, perceived credibility significantly affects satisfaction and indirectly affected continuance usage intention via satisfaction. Practical implications The study projects boosting customers' satisfaction is critical for the successful retention of existing MFS customers. MFS service providers should emphasize the factors that amplify satisfaction. They must evaluate preadoption factors so that customers can have positive confirmation. Especially, the service providers, the policymakers and the regulators should take an active role in improving the users' self-efficacy and the system's credibility. Undertaking the MFS literacy program, installing hotline service to provide emergency help will boost users' confidence in using the system. Originality/value The study is a unique contribution in the context of Bangladesh. To the best of the authors’ knowledge, no previous MFS studies in Bangladesh explored MFS continuance usage intention during COVID-19 and beyond. Besides, the inclusion of “perceived credibility” in the framework will supplement the earlier studies conducted on this aspect.

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References

1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2018When to use and how to report the results of PLS-SEM 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies

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