The role of affordances in continuance and additional purchase intention: The case of internet banking application in Vietnam

Abstract

This research examined the role of Information Technology (IT) affordance, which affects the value-in-use of Internet banking, and subsequently, the users’ continuance and additional purchase intention, with a specific focus on Internet banking applications in Vietnam. The analysis was based on data from 318 Internet banking users in Vietnam. The online survey is launched purposely to test samples’ online behavior and different online devices they respond to. Confirmatory Factor Analysis (CFA) and Structural equation modeling (SEM) are used for testing the proposed hypotheses. This study found that three characteristics of affordance (i.e., visibility, persistence, and association) are positively associated with value-in-use (i.e., experience and relationship), which has a positive impact on enhancing the continuance intention and the additional purchase intention of users. The findings of this study deliver constructive ideas for banks in Vietnam for prolonging the user intention of customers, in terms of enhancing the value-in-use of their banking applications, and they target mainly the IT affordance related to the technical aspects.