With
the advancement of digitalization, mobile banking platforms provide more
comprehensive financial services to customers to complete various online
banking tasks. However, limited research has explored what affects users'
continuous intention to adopt mobile banking platforms. Deriving from the
Value-Based Adoption Model (VAM), our study examined whether technology
readiness and other significant variables could influence users' continuous
intention to adopt the Home Bank App. Empirical results indicate that perceived
usefulness, enjoyment, perceived quality, and perceived convenience positively
influence perceived value, while technicality, perceived fee, and financial
operation complexity negatively influence perceived value. Additionally,
optimism, innovativeness, trust, and perceived value positively influence
satisfaction, while perceived insecurity negatively influences satisfaction,
and both perceived value and satisfaction positively influence continuous
adoption intention. Unexpectedly, mobile ease of use and perceived fairness do
not significantly influence satisfaction. Our study provides managerial
insights and recommendations for stakeholders involved in mobile banking
platforms.
