A digital cohort analysis of consumers' mobile banking app experience

Neeru Sharma

29 citations0/0 files storedInternational Journal of Consumer Studies

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

Abstract

Abstract The literature on mobile banking has extensively explored various mechanisms underlying service acceptance and continuation. However, there is a lack of research on how the service experience and outcomes differ between digital natives (users born after the digital age) and digital immigrants (users born before the digital age). This study aims to fill this gap by investigating how mobile banking application experience, satisfaction and continued use intention interrelationships differ between digital natives and digital immigrants. The study posits that four components of mobile banking application experience (pragmatic, ease of use, emotional and sensorial) drive continued use intention directly and indirectly through satisfaction. The hypothesized relationships are analysed using a sample of 215 digital natives and 203 digital immigrants and employing the multi‐group analysis in the partial least squares structural equation modelling technique. The study finds that while pragmatic, ease of use and emotional experiences significantly predict satisfaction and continued use, the pattern of associations varies across the digital cohorts. Sensorial experience was consistently found to be insignificant. Satisfaction mediated between the experience dimensions and continued use. The findings suggest that bank managers should recognize the relevant experiences to achieve the satisfaction and continued use of the digital cohorts.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 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 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2003Evolving to a New Dominant Logic for Marketing 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 2009\nThe use of partial least squares path modeling in international marketing 2001Digital Natives, Digital Immigrants Part 1

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