A digital cohort analysis of consumers' mobile banking app experience

Abstract

The literature on mobile banking has extensively explored various mechanisms underlying service acceptance and continuation. However, there is a lack of research on how the service experience and outcomes differ between digital natives (users born after the digital age) and digital immigrants (users born before the digital age). This study aims to fill this gap by investigating how mobile banking application experience, satisfaction and continued use intention interrelationships differ between digital natives and digital immigrants. The study posits that four components of mobile banking application experience (pragmatic, ease of use, emotional and sensorial) drive continued use intention directly and indirectly through satisfaction. The hypothesized relationships are analysed using a sample of 215 digital natives and 203 digital immigrants and employing the multi-group analysis in the partial least squares structural equation modelling technique. The study finds that while pragmatic, ease of use and emotional experiences significantly predict satisfaction and continued use, the pattern of associations varies across the digital cohorts. Sensorial experience was consistently found to be insignificant. Satisfaction mediated between the experience dimensions and continued use. The findings suggest that bank managers should recognize the relevant experiences to achieve the satisfaction and continued use of the digital cohorts.