Explaining the determinants of continual use of mobile financial services

Abstract

Purpose Information system continuance model has been used in a number of studies to explain information system continuance in different contexts. However, very little research attention has been given to continuous use of mobile financial services (MFS). The purpose of this study is to fill this research gap by identifying the main factors that influence the continual use of MFS. Design/methodology/approach A sample was randomly taken from MFS registered accounts or mobile wallets. A five-point Likert scale survey was conducted in Ghana. Structural equation modelling was used to test the data. Constructs such as continual use, satisfaction, perceived usefulness and confirmation were adapted from information system continuance model to suit the requirement of MFS. A pilot study was then carried out after the questionnaire was developed to gauge the appropriateness of the survey questions. Findings Results from the survey indicated that user satisfaction has the greatest impact on the continual use of mobile financial services. Good agent quality and satisfaction were the second most influential determinant. Satisfaction was, in turn, confirmed to be determined by perceived usefulness. Another important contributor to MFS continual use was found to be perceived ease of use (PEOU) with an impact surprisingly higher than that of perceived usefulness. There was a significant impact of good agent quality on satisfaction, which could be attributed to the characteristics of the technology for the study. Research limitations/implications Although a relatively high R2 (71%) was indicated by the proposed model, there is need for additional factors to be identified to improve the ability to predict and explain the continual use of MFS. A longitudinal study would have enhanced the identification of determinants and the understanding of their inter-relationships to influence MFS continual use. Practical implications To ensure continual use of MFS, PEOU as identified by the study is important to ensure that customers can use the service with little effort. Good agent quality can promote PEOU in the sense that competent agents can render relevant tutorials to customers’ right after the registration process. This will address a major barrier to continual use, which is the lack of understanding of how MFS operate. Social implications This study contributes to ensuring financial inclusion such that the unbanked can have access to financial services and also improve digital inclusion. Originality/value The study provides empirical evidence to support the substantive differences between acceptance and continual use behaviours, integrating the constructs of good agent quality and PEOU into our understanding of information system continual use literature. The authors also theorized and evaluated a model of MFS continual use.