Mobile Banking Adoption by Indian Consumers: A Valence Framework Approach

Mobile banking is considered as the most convenient e-banking delivery platform by customers as well as the bankers. We developed a research framework in the mobile banking contextstudying the continuance intention of customers by drawing literature from valence theory, diffusion theory and trust-based consumer decision making model. The study empirically examined the impact of positive and negative valences on continuance intention to use mobile banking services by Indian consumers. We also investigated the direct and indirect effect of trust on the consumer intention to use mobile banking. The results of structural equation modelling analysis revealed that trust has a significant impact on positive valence and negative valence factors and it further positively influences the continuance intention. In addition, the positive valence factors including perceived benefits and compatibility has significant positive impact on continuance intention and the negative valence factors consisting of perceived risk and complexity negatively influence the continuance intention to use mobile banking services.