INDUCING BEHAVIORAL INTENTIONS THROUGH USER ENGAGEMENT: THE MEDIATING ROLE OF PERCEIVED VALUE CO-CREATION IN M-BANKING APPS

Published Online: 30 June, 2023 || Published in Print: 20 July, 2023

Abstract

Availing banking services through technology is gaining ubiquity, shifting the customer from conventional banking to mobile app-based banking services. The study proposed its theoretical concept, drawing on service-dominant logic (S-D logic) and social cognitive theory (SCT), analyzing the relationship between user engagement and value co-creation, resulting in favorable behavioral intentions. This study investigated user engagement with m-banking apps, co-creating perceived value, resulting in users’ behavioral intention to use mobile banking apps subsequently. The study context is based on tertiary students who use m-banking apps, and they were surveyed through the purposive sampling technique. It included 141 responses who met the study requirements. The paper followed an empirical approach and structured equation modeling (SEM) analysis of 141 responses supported a more detailed understanding of users’ engagement leading to their behavioral intentions, that are directly mediated by perceived value co-creation. The findings further confirmed the theoretical framework posed in the study, that if users can engage in m-banking apps (thereby connecting on a cognitive and emotional level), they can co-create value through the apps’ assistance, which in turn will lead their behavioral intention toward using those apps at a regular time interval. The theoretical and managerial implications demonstrated the importance of user engagement in m-banking apps for co-creating value, thus suggesting the m-banking service providers strategize their phygital (physical + digital) customer contact points to proceed with future services.

DOI: https://doi.org/10.58964/JBA44N104