Purpose

This study seeks to examine the impact of mobile service experience on trust of elderly consumers in their financial institution and assess whether age (55–64 years vs 65+ years) exerts a moderating influence.

Design/methodology/approach

A self-administered questionnaire was completed online by 390 panelists (aged 55 years or more) who use their mobile devices to conduct banking activities. A multigroup analysis was conducted to assess the moderating role of age.

Findings

Results confirm the presence of links between four out of five dimensions of the mobile banking service experience (cognitive, positive affective/sensory, negative affective and social) and trust. Findings further point to age-specific variation in the impact of mobile service experience dimensions on trust, thus supporting the notion that the elderly represents a clientele with different experiential needs. More specifically, whereas the social dimension has a greater influence on trust in individuals 65 years of age and over (seniors), the positive affective/sensory dimension exerts a deeper marked impact on trust in individuals 55–64 years of age (pre-retirees).

Research limitations/implications

Although generations and chronological age are powerful segmentation variables, it might be interesting to consider perceived age. Redoing the study in a post-COVID context would also be an interesting avenue of research.

Practical implications

The ageing market is important for banks. This study highlights, in an m-banking context, which dimension of experience to focus on in order to improve trust in banks for pre-retirees (emotional/sensory dimension) and seniors (social dimension).

Originality/value

This study is the first to consider mobile service experience of elderly individuals as well as the impact of each of the experience dimensions on an important relational variable, namely trust. By considering the age of individuals as a moderating variable, this study also provides an in-depth examination of age-related links and presents a number of relevant recommendations for financial institutions.

中文翻译：

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并非所有老年人都一样：通过移动银行服务经验来建立信任

目的

本研究旨在研究移动服务体验对金融机构中老年消费者信任的影响，并评估年龄（55-64岁与65岁以上）是否产生了适度的影响。

设计/方法/方法

390名年龄在55岁或以上的小组成员使用移动设备进行银行活动，在线完成了一份自我管理的调查问卷。进行了多组分析以评估年龄的调节作用。

发现

结果证实了移动银行服务体验中五分之四的维度（认知，积极的情感/感觉，消极的情感和社交）与信任之间存在联系。研究结果还进一步指出了移动服务体验维度对信任的影响随年龄的变化，从而支持了老年人代表具有不同体验需求的客户的观点。更具体地说，尽管社会维度对65岁及65岁以上（老年人）的个人的信任有较大影响，但积极的情感/感官维度对55-64岁（退休前的个人）的信任产生更深远的影响）。

研究局限/意义

尽管世代和年代是有力的细分变量，但考虑感知年龄可能会很有趣。在后COVID环境中重做研究也是一条有趣的研究途径。

实际影响

老化的市场对银行很重要。这项研究强调了在移动银行的背景下，应着重关注哪些方面的经验，以提高退休人员对退休人员（情感/感官方面）和老年人（社会方面）的信任。

创意/价值

这项研究是首次考虑老年人的移动服务体验以及每个体验维度对重要的关系变量即信任的影响。通过将个人年龄作为调节变量，本研究还提供了与年龄相关的链接的深入检查，并为金融机构提供了许多相关建议。