Purpose

This study develops a theoretical model of consumption values regarding the technology adoption of mobile banking (m-banking) services, with the financial service sector as the empirical context. This study aims to evaluate whether consumption values influence trust and intention. Furthermore, the authors explore how the consumer type (i.e. urban vs rural) differs in consumption values regarding adopting m-banking services.

Design/methodology/approach

The data for this study were gathered from 246 responses collected from individuals living in a country with a developing market, using a survey instrument. The six study hypotheses were tested using partial least squares structural equation modeling.

Findings

The authors found support for effects from functional, epistemic and emotional value on intention. Functional and emotional value significantly influenced trust, while social and epistemic value did not. Social value was a significant moderator between functional value and intention. Consumers who were relatively unconcerned with social value were more motivated by functional value, while consumers who placed great emphasis on social value were motivated by epistemic value. Multigroup analysis showed that the effect from functional value on trust was stronger for urban than rural customers, while the effect from emotional value on trust was stronger for rural than urban customers.

Practical implications

Overall, functional value is the strongest predictor of trust and intention; therefore, bank managers are encouraged to promote m-banking services' functional value to increase trust and attract more users by promoting their companies' m-banking application. M-banking customers can also be classified based on the benefits in which they are most interested.

Originality/value

The study is one of the first attempts to demonstrate empirically how consumption values' dimensions drive m-banking use among different types of customers in a developing market context with a high m-banking penetration rate.

中文翻译：

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消费价值和移动银行服务：了解发展中经济体的城乡二分法

目的

本研究以金融服务业为经验背景，建立了有关移动银行（m-banking）服务技术采用的消费价值的理论模型。这项研究旨在评估消费价值是否影响信任和意图。此外，作者探索了消费者类型（即城市与农村）在采用移动银行服务方面的消费价值差异。

设计/方法/方法

这项研究的数据是使用调查工具从246个回复中收集的，这些回复是从生活在市场发达的国家中的个人收集的。使用偏最小二乘结构方程模型对六个研究假设进行了检验。

发现

作者发现功能，认知和情感价值对意图的影响得到了支持。功能和情感价值显着影响信任，而社会和认知价值则没有。社会价值是功能价值和意图之间的重要调节者。相对不关心社会价值的消费者更受功能价值的激励，而高度重视社会价值的消费者则受认知价值的激励。多组分析表明，功能价值对信任的影响对城市客户的影响要强于农村客户，而情感价值对信任的影响对农村客户的影响要强于城市客户。

实际影响

总体而言，功能价值是信任和意图的最强预测指标。因此，鼓励银行经理通过推广公司的移动银行应用程序来提高移动银行服务的功能价值，从而增加信任度并吸引更多用户。移动银行客户也可以根据他们最感兴趣的利益进行分类。

创意/价值

该研究是首次尝试通过经验证明消费价值的大小如何在发展中的市场环境下以高的m银行渗透率在不同类型的客户之间驱动m银行使用。