Title: The role of perceived value, trust, and characteristics of mobile banking applications in shaping continuance intention: evidence from Saudi Arabia

Authors: Karim Garrouch; Olfa Bouhlel; Mohamed Nabil Mzoughi

Addresses: Department of Business Administration, College of Administrative and Financial Sciences, Saudi Electronic University, Abu Bakr Street, P.O. Box 93-499, 11673, Riyadh, Saudi Arabia; College of Business (ISG), University of Sousse, Rue Abdlaaziz il Behi. Bp 763 – 4000 Sousse, Tunisia ' Department of Marketing and Management, College of Business (ISG), University of Sousse, Rue Abdlaaziz il Behi. Bp 763 – 4000 Sousse, Tunisia ' Department of Marketing, College of Business Administration, Dar Al-Uloom University, P.O. Box, Riyadh, 13314 – 7222, Riyadh, Saudi Arabia

Abstract: This research extends the literature in the arena of mobile banking and aims to verify a model explaining continuance intention, in a post-adoption phase, as a consequence of quality, perceived value, trust as well as security and privacy. The research model was applied using survey data from 256 commercial bank customers in Saudi Arabia. The respondents were mobile banking application users. The proposed structural model was verified using partial least squares structural equation modelling analysis via SmartPLS. Utilitarian and hedonic values as well as trust were the most important motivation factors driving consumers' continuance intention. In addition, perceived security, privacy, and perceived service quality significantly influence trust and both value dimensions. The results have implications for banks to plan effective strategies to increase the use of their mobile banking applications.

Keywords: continuance intention; information quality; mobile banking application; perceived security and privacy; perceived service quality; perceived value; Saudi Arabia.

DOI: 10.1504/IJTMKT.2025.143048

International Journal of Technology Marketing, 2025 Vol.19 No.1, pp.27 - 59

Accepted: 03 Feb 2024
Published online: 02 Dec 2024 *

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