Continuance Intention of m-Banking Adoption: The Dynamics of UTAUT3, Trust and Attitudes

Users’ retention is always considered an essential goal for the commercial success of m-banking service providers, yet limited attention has been given to understanding users’ continuance intention. This study explores the factors contributing to the continuance intention to use m-banking services by extending the Unified Theory of Acceptance and Use of Technology 3 (UTAUT3) model. The current study employed a survey-based methodology to analyse responses from 375 actual users of mobile-banking (m-banking) services. The partial least-squares structural equation modelling statistical approach was employed to assess the constructs and test the study hypotheses. The findings reveal that performance expectancy, effort expectancy, hedonic motivation, price value, habits, personal innovativeness and trust positively affect users’ attitudes towards m-banking services. However, facilitating conditions and social influence do not affect attitudes. Furthermore, trust and attitudes account for a significant portion of the variance in continuance intention to adopt m-banking services. This study expands existing theoretical frameworks on continuance intention by being the first to validate the applicability of UTAUT3 in m-banking services. It further extends the model by incorporating trust as an endogenous variable and attitudes as a mechanism variable. This study also provides practical insights for bank managers and policymakers aiming to retain users.