E-Banking Continuance: An Integration of Network Externalities and Flow Theory

Abstract

This study examines the effect of network externalities and flow on continual usage of e-banking services. A sample of 400 e-banking users was conveniently engaged using a structured questionnaire. The method of analysis used included Spearman’s correlation analysis, confirmatory factor analysis and structural equation modelling analysis. The findings indicate that referent network size does not significantly influence continuance intention of e-banking users. However, flow positively influences continuance intention of e-banking users. Stakeholders in the financial institutions will understand the driving factors behind continual usage of e-banking services. Some researchers have explored continual usage of e-banking but such studies are rare in the African context. This study will contribute to extant literature by adding a new dimension, intrinsic and extrinsic factors, of e-banking continual usage.