An Empirical Study Of Users' Continuance Intention On Mobile Banking

With the continuous development of Internet finance,a large number of financial innovation products have gradually integrated into the public life.With the rapid spread of mobile Internet technology and smart phones,traditional banking services have been unable to meet the ever-changing needs of people.Therefore,the major Banks have carried out the reform and innovation of financial business,and launched the new service model of mobile banking by using mobile phone as the medium.Mobile banking has achieved a combination of financial services and mobile communication technology.It not only meets the demand for fragmented time use of customer,but also reduces the cost of the physical network services,expands the bank's operating channels,and improves the bank's service capabilities.As an innovative application of bank mobile finance,mobile banking has great advantages over traditional point-of-banking and online banking,and its development prospect is broader.It is an important tool for the banking industry to respond to internet finance.When the major banks actively promote mobile banking services,it is very important for the development of mobile banking to pay attention to the satisfaction and continuance intention of mobile banking users.Domestic and foreign researches are mostly based on the technology acceptance model to analyze the willingness of mobile banking.However,with the popularization of mobile banking,research should focus on continuance intention of mobile banking users.Therefore,this paper is based on Unified Theory of Acceptance and Use of Technology Model(UTAUT)to study continuance intention of mobile banking users.On the basis of the UTAUT model,starting from consumer innovativeness of the users,and according to the characteristics of mobile banking risks,the two variables of consumer innovativeness and perceived risk have been newly added,and a new model of the influencing factors on continuance intention of mobile banking has been constructed,and put forward the research hypothesis of this paper.Through questionnaire design and investigation,SPSS and AMOS software were used to perform descriptive statistical analysis,reliability and validity analysis,and structural equation modeling on the collected sample data.Finally,the research hypothesis was verified.The results of the study show that performance expectancy and social influence have significant positive effect on continuance intention,perceived risk has significant negative effect on continuance intention,and performance expectancy and effort expectancy have significant positive effect on satisfaction;consumer innovativeness has significant positive effect on performance expectancy and effort expectancy;satisfaction has significant positive effect on continuance intention.According to the research conclusions,this paper puts forward corresponding management suggestions and hopes to promote the improvement and development of mobile banking.