Research On The Influencing Factors Of Mobile Banking Users' Continuous Use Intention In Commercial Banks Based On UTAUT Model

In recent years,mobile banking has developed rapidly.According to the data disclosed by major banks,the number of users of mobile banking has shown an explosive growth,which can be seen that it will surpass the momentum of online banking users.Mobile banking is by no means a simple platform for inquiry and payment,nor a reduced version of online banking.It will be a vast blue ocean to be developed and a one-stop portal integrating various functions of mobile terminal.With the explosive growth of mobile banking users,mobile banking constantly innovates business and services,optimizes user marketing experience and actively seizes market share.This paper takes PA bank as the research object,studies mobile banking users' willingness to continue to use,analyzes the influencing factors of mobile banking users' continuous use intention,aiming to provide practical development suggestions for the development of traditional banking industry.This paper studies the influencing factors of commercial bank customers' willingness to continue using mobile banking.Firstly,based on UTAUT model and perceived risk theory,this paper constructs the theoretical model of this paper.This paper designs variables from performance expectation,effort expectation,social influence,promotion factors and perceived risk,and puts forward research hypotheses.Secondly,this paper distributed questionnaires to 10 outlets of PA bank,a total of 700 questionnaires were distributed,619 questionnaires were screened for empirical analysis.In this chapter,the validity of the questionnaire is verified by reliability and validity analysis.Thirdly,through the establishment of structural equation model,this paper analyzes the relationship between performance expectation,effort expectation,social influence,promotion factors and perceived risk on user satisfaction and users' willingness to continue using mobile banking,and verifies the research hypothesis.Finally,the paper summarizes the research conclusions and puts forward relevant suggestions.The results show that:(1)Performance expectation has a significant positive impact on the satisfaction and intention of continuous use of mobile banking.Mobile banking can make up for the lack of ability of commercial banks in the past,and let users handle business through mobile phones.Therefore,improving the business function of mobile banking is helpful for users to continue to use mobile banking.(2)Effort expectation has a significant negative impact on the satisfaction and continuous use of mobile banking.If the installation of mobile banking is complex and inconvenient,it will reduce the user's willingness to continue to use mobile banking.(3)Social impact has a significant positive impact on the satisfaction and willingness to continue using of mobile banking.Therefore,to strengthen the publicity of mobile banking and carry out social marketing will help users continue to use mobile banking.(4)Promotion factors have a significant positive impact on the satisfaction of mobile banking and the willingness to continue to use.Therefore,as the carrier of banking services,mobile banking enriches the types of operation activities and improves the quality of service,which is conducive to promoting users' continuous use of mobile banking.(5)There is a significant negative relationship between perceived risk and performance expectation,so perceived risk will inhibit users' motivation to use mobile banking.There is a significant negative relationship between perceived risk and satisfaction,indicating that the greater perceived risk,the lower user satisfaction.There is a significant negative relationship between perceived risk and continuous use intention,which indicates that perceived risk can inhibit users' continuous use intention of mobile banking.The higher the perceived risk is,the lower the continuous use intention of mobile banking is.(6)There is a significant positive relationship between satisfaction and continuous use intention,and it is affected by perceived risk,performance expectation,effort expectation,social influence and promotion factors.Therefore,to improve the willingness of rural credit cooperatives users to continue to use mobile banking,an important way is to improve the customer satisfaction of mobile banking.The research of this paper is helpful for commercial banks to deeply analyze the influencing factors of users' willingness to continue to use mobile banking,and has certain reference value for improving the development of mobile banking system of commercial banks.