Consumer Engagement and Behavioral Intention Toward Continuous Use of Innovative Mobile Banking Applications : A Case Study of Finland

Abstract

This study tests the effects of users’ self-congruence and personal innovativeness on consumer engagement in the context of mobile banking (m-banking) and mobile payment (m-payment) applications. In addition, it examines the effects of engagement and perceived risk on continuous usage intention. We test our hypotheses with two convenience samples of users of m-banking and m-payment applications (total N=1516) using partial least squares structural equation modeling. The results show that a) selfcongruence positively influences all three types of consumer engagement, b) personal innovativeness has a small effect on cognitive processing and affection, c) affection and activation have a positive impact on continuous usage intention, and d) perceived risk moderates the relationship between affection and continuous usage intention. The study contributes to the emerging consumer engagement literature and gives managerial insight into enhancing the level of consumer engagement and continuous usage intention of m-banking and m-payment applications.