Factors influencing individuals in continuance usage intention towards mobile banking in Thailand.

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. The purpose of this paper is to identify the factors influencing individuals to 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. The Partial Least Squares Path Modelling will be used to analyze data from survey to test hypotheses and determine the relationships among constructs. The result of this study would be contributed an understanding of the formation of users’ continuance intention towards mobile banking in Thailand.