Title: A hybrid framework for understanding mobile robotic financial service adoption, encompassing utility and trust theories to define service redesign actions
Authors: Shu-Ping Lin; Ya-Hui Chan; I-Ying Lu
Addresses: Department of Banking and Finance, CTBC Business School, Taiwan ' Department of Banking and Finance, CTBC Business School, Taiwan ' Advantech Co., Ltd., No.1, Alley 20, Lane 26, Rueiguang Road, Neihu District, Taipei 114519, Taiwan
Abstract: The mobile robotic financial service (MRFS) is an important disruptive innovation in mobile banking development. However, very few studies have been conducted to investigate MRFS adoption behaviour in order to help define MRFS redesign actions for responding to dynamic markets. Thus, this study's main aims are: 1) to propose a service redesign framework for continuous MFRS innovation; 2) to perform an empirical analysis to explain how to apply it to identify the antecedents of user behaviours, extract determinants, and finally define service redesign actions. Data analysis reveals that the hybrid causal model is partially mediated by extending utility theory to include trust theory. Thus the direct and indirect effects that affect adoption behaviours significantly must be calculated. Finally, action matrix analysis is employed, and the results reveal that the service redesign action changes after the causal dynamics of the hybrid model are considered.
Keywords: mobile banking; mobile robotic financial service; MRFS; mobile communication; utility theory; trust theory; adoption behaviour; structural equation modelling; SEM; service design; service diffusion.
International Journal of Mobile Communications, 2022 Vol.20 No.2, pp.196 - 219
Accepted: 27 Jun 2020
Published online: 14 Mar 2022 *