Value-based adoption of mobile banking service: A multi-channel perspective

Different from traditional adoption research, in this study, we examine consumers switching intention from using Internet banking to using substitutable mobile banking services provided by the same company from a consumer perceived value perspective. A research model included relative advantage, enjoyment improved, perceived cost, learning, perceived value and switch intention is developed and empirically tested against data collected from 271 internet banking users of a major commercial bank in China. The results of structural equation modeling analysis indicate that relative advantage of mobile service and enjoyment improved of internet service positively affect perceived value; perceived cost of mobile service negatively affect perceived value. Perceived value positively influences switch intention from using internet based service to using the mobile-based services. Implications for theory and practice as well as limitations and future directions are discussed.