Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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Examining Customers' Intention of Continued Use and Cross-Buying on Internet-Only Banks

  • Annie Tsui (Faculty of Management, Dalhousie University) ;
  • Kyung Young Lee (Faculty of Management, Dalhousie University) ;
  • Paola Gonzalez (Faculty of Management, Dalhousie University) ;
  • Bo Yu (Faculty of Management, Dalhousie University)
  • Received : 2023.05.29
  • Accepted : 2023.10.16
  • Published : 2024.03.31
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Abstract

Internet-only banks (IOB) refer to financial institutions which provide services entirely through online digital platforms without physical branches. Although IOBs have been around for over 26 years, there is still room for investigating what factors motivate customers to use them continuously and extensively. Therefore, this study aims to examine what factors lead to customers' intention of continued use and cross-buying on IOBs by extending the Post-Acceptance Model of IS Continuance (PAMISC). The result shows that perceived economic benefit and ongoing trust have significant relationships with the intention of continued use and that ongoing trust has significant direct and mediating (via intention of continued use) relationships with the intention of cross-buying. Also, personal innovativeness positively moderates the relationship between ongoing trust and the intention of cross-buying. This study sheds light on the literature on branchless financial services and PAMISC. IOB practitioners should revisit the effectiveness of customers' economic benefits to establish ongoing trust with customers.

Keywords

Acknowledgement

This research is conducted based on the first author's thesis for the Master of Science in Business at Dalhousie University, Canada.

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