I won't touch money because it is dirty : examining customer's loyalty toward M-payment
Purpose: Several industries including banking are booming because of COVID-19. However, it is still unknown whether this growth is momentary or permanent in nature. Hence, this study aims to identify the role of health-related concerns and trust as stimuli on M-payment loyalty. Design/methodology/approach: Data were collected through Google Forms from 431 participants. Subjects were M-payment users. The hypothesized model was tested using structural equational modeling. Findings: Results of the study indicate that perceived severity and trust act as stimuli for M-payment loyalty. Further, trust not only influences loyalty directly but also through intimacy. Additionally, no linear relationship was found between perceived usefulness and M-payment loyalty. Originality/value: This work is an early attempt to consider health-related concerns and trust as stimuli to predict M-payment loyalty. Further, this study focused on three new constructs, namely perceived severity, perceived susceptibility and intimacy, that are underexplored in digital banking literature.
Year of publication: |
2021
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Authors: | Goel, Pooja ; Garg, Aashish ; Sharma, Anuj ; Rana, Nripendra P. |
Published in: |
International Journal of Bank Marketing. - Emerald, ISSN 0265-2323, ZDB-ID 2032104-1. - Vol. 40.2021, 5 (20.12.), p. 992-1016
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Publisher: |
Emerald |
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