Proceedings | Marketing area | Year 2016
 

The Impact of Risk and Thrust on Continuance Intention towards Mobile Banking in Thailand

by Chayawan Poromatikul; Kannika Leelapanyalert
  
  the Oxford's 8th Retailing in Asia Conference in Bangkok September

Abstract

Mobile banking has been continuously increasing worldwide. A number of studies have been examined on the mobile banking adoption intention. However, there are only a few studies explored on factors influencing continuance intention towards mobile banking in Thailand. In addition, the adoption rate of mobile banking in Thailand is still underused than expected. Hence, Users’ continuance usage is a critical for long-term improvement of mobile banking. However, there are only a few studies explored on the impact of risk and trust factors on continuance intention towards mobile banking in Thailand. Most of studies have been examined on the mobile banking adoption intention. The purpose of this paper is to identify the impact of risk and trust on continue using mobile banking in Thailand and generate a meaningful understanding of the formation of users’ continuance intention towards mobile banking. In this paper, there are several factors affecting on consumer’s continuance usage in mobile banking. A quantitative research is conducted with mobile banking users in Thailand area as respondent. The questionnaire is distributed through online survey included questions measuring the variables from the extended European Customer Satisfaction Index (ECSI) model with mobile banking users in Thailand. The Partial Least Squares Path Modelling will be used to analyze data from survey to test hypotheses. The result of this study would be contributed an understanding of the formation of users’ continuance intention towards mobile banking in Thailand.