I won't touch money because it is dirty: examining customer's loyalty toward M-payment
The International Journal of Bank Marketing
; 40(5):992-1016, 2022.
Article
in English
| ProQuest Central | ID: covidwho-1878883
ABSTRACT
Purpose>Several industries including banking are booming because of COVID-19. However, it is still unknown whether this growth is momentary or permanent in nature. Hence, this study aims to identify the role of health-related concerns and trust as stimuli on M-payment loyalty.Design/methodology/approach>Data were collected through Google Forms from 431 participants. Subjects were M-payment users. The hypothesized model was tested using structural equational modeling.Findings>Results of the study indicate that perceived severity and trust act as stimuli for M-payment loyalty. Further, trust not only influences loyalty directly but also through intimacy. Additionally, no linear relationship was found between perceived usefulness and M-payment loyalty.Originality/value>This work is an early attempt to consider health-related concerns and trust as stimuli to predict M-payment loyalty. Further, this study focused on three new constructs, namely perceived severity, perceived susceptibility and intimacy, that are underexplored in digital banking literature.
Business And Economics--Marketing And Purchasing; M-Payment; TAM; SOR theory; Perceived severity; Perceived susceptibility; Trust; Loyalty; Consumer behavior; Consumers; Technology adoption; Mobile commerce; Hypotheses; Pandemics; Technology Acceptance Model; Electronic commerce; Payment systems; Coronaviruses; Disease transmission; COVID-19; 45411:Electronic Shopping and Mail-Order Houses
Full text:
Available
Collection:
Databases of international organizations
Database:
ProQuest Central
Language:
English
Journal:
The International Journal of Bank Marketing
Year:
2022
Document Type:
Article
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