Understanding the Predictors of Rural Customers’ Continuance Intention toward Mobile Banking Services Applications during the COVID-19 Pandemic

The purpose of this study is to examine the antecedents of customers’ continuance intention to use mobile banking services applications (MBSAs) during the COVID-19 pandemic. Grounding on the Technology Acceptance Model, Theory of Planned Behavior, and Cognitive Load Theory, an integrated conceptual framework was proposed and tested incorporating psychological factors (i.e., cyberchondria, perceived anxiety) and situational factors (i.e., social distance, institutional support). Data were collected from 250 rural customers and analyzed with Structural Equation Modeling. The results showed that subjective norms, perceived ease of use, social distance, attitudes, cyberchondria, and institutional support influenced users’ continuance intention. Moreover, the results showed that perceived anxiety, subjective norms, perceived ease of use, and perceived usefulness influenced users’ attitudes. Besides, the findings suggested that attitudes mediate the influence of subjective norms, usefulness, ease of use, and social distance on users’ intention. This study is unique in terms of investigating pandemic-specific psychological and situational factors in explaining consumers’ continuance intention. Therefore, the service providers and professionals should be cautious in designing MBSAs so that consumers’ usage behaviors may not vary during an unprecedented situation (e.g., COVID-19). The theoretical and practical implications were discussed.