The purpose of this study is to investigate the effects of perceived self-efficacy and regulatory focus on perceived usefulness, perceived ease of use, perceived credibility and behavioral intention of mobile banking service.
Data were collected for adults over 20 years of age who have used mobile banking services directly, and to verify the mediating effects of perceived value, mediation effects were analyzed using phantom variables.
The analysis results are as follows:
First, Self-efficacy has a positive effect on perceived usefulness and perceived ease of use in perceived value of mobile banking service, and perceived credibility is rejected.
Second, Prevention focus has a negative effect on the perceived credibility of mobile banking services, and perceived usefulness and ease of use were rejected.
Third, Promotion focus was found to have positive influence on all three perceived values of mobile banking services.
Fourth, The effect of perceived value on behavioral intentions is also positive(+). This suggests that perceived value is an important factor that has a significant positive effect on behavioral intention in using mobile banking.
Fifth, The mediating effects of perceived usefulness in the relationship between self-efficacy and behavioral intention were significant, The mediating effect of perceived usefulness and the mediating effect of perceived credibility were significant in the relationship between promotion focus and behavioral intention
However, The mediating effects of perceived ease of use in the relationship between self-efficacy and behavioral intention and the mediating effect of perceived ease of use in the relationship between promotion focus and behavioral intention did not appear.
This study will help understand and improve mobile banking by providing useful fundamentals to marketers or managers interested in mobile banking services.