Examining internet banking user’s continuance intention through the lens of technology continuance theory and task technology fit model

Abstract

Purpose

The long-term success of internet banking (IB) services is connected with continuous use. Therefore, examining factors which influence IB user continuance intention is important. Grounded in technology continuance theory, bank transparency and task technology fit (TTF) model, the purpose of this study is to develop a unified technology continuance model to investigate IB user continuance intention.

Design/methodology/approach

The research model was empirically tested with 348 responses. Respondents included in this study had prior experience with IB services. For hypotheses testing, the structural equation modelling approach was used.

Findings

Findings indicate that the research model has substantial power in explaining IB user continuance intention. Importance performance matrix analysis revealed that bank transparency had the highest importance in determining IB user continuance intention. Therefore, factors like user satisfaction and perceived usefulness have shown a medium level of importance in determining IB user continuance intention. Satisfaction is influenced by perceived usefulness and confirmation and established a significant impact on IB user continuance intention.

Practical implications

The findings of this research are useful for bank managers and policymakers to develop and design IB services according to user’s expectations. Results demonstrate that expectation confirmation and perceived usefulness are antecedents of IB user satisfaction and IB user continuance intention. In addition to that bank, transparency has shown a significant effect on user expectation and IB user continuance intention. These findings established that accuracy in sharing bank information and clarity in transaction charges encourage the user to continue the use of IB services.

Originality/value

The current study develops a unified technology continuance model based on the TTF model and technology continuance theory and investigates IB user continuance intention. Moreover, bank transparency is added in the technology continuance model and established a significant impact towards user expectation confirmation and continuance intention. These findings contribute to the limited body of research in the context of IB user continuance intention and enrich information system literature.

Citation

Rahi, S. and Abd Ghani, M. (2021), "Examining internet banking user’s continuance intention through the lens of technology continuance theory and task technology fit model", Digital Policy, Regulation and Governance, Vol. 23 No. 5, pp. 456-474. https://doi.org/10.1108/DPRG-11-2020-0168