客户为何重视移动银行应用程序？刺激--有机体--反应的视角

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2024-01-10 DOI:10.1108/sjme-01-2023-0024

Nikolina Palamidovska-Sterjadovska, Jana Prodanova, Anita Ciunova-Shuleska

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引用次数: 0

摘要

目的本研究将消费价值理论纳入刺激-组织-反应框架，旨在分析外部和内部因素对客户感知功利价值、享乐价值、社会价值和认识价值的影响，这些因素是客户整体感知价值和持续使用手机银行（m-banking）的驱动因素。结果结果显示，普遍性和游戏化对用户感知到的有用性和娱乐性（即功利性和享乐性感知价值）有积极影响。此外，用户的自我一致性和创新性也会影响主观规范和新奇寻求，这代表了社会价值和认识价值。通过探索服务相关因素和个人因素（刺激）对不同感知价值要素（有机体）的同时影响，本研究为现有的有关移动银行背景下消费反应（响应）的知识做出了贡献。通过对马其顿移动银行的研究，可以更深入地了解西巴尔干移动商务。

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Why do customers value m-banking apps? A stimulus-organism-response perspective

Purpose Integrating the theory of consumption value into the stimulus-organism-response framework, this study aims to analyse the influence of external and internal factors on the customers’ perceptions of utilitarian, hedonic, social and epistemic values as drivers of the overall perceived value and customers’ continuance use of mobile banking (m-banking). Design/methodology/approach An online survey was conducted with 252 actual m-banking users, and the partial least squares structural equations modelling was applied to analyse the data. Findings The results reveal that ubiquity and gamification positively influence the perceived usefulness and entertainment, that is the utilitarian and hedonic perceived values. Furthermore, users’ self-congruence and innovativeness affect subjective norms and novelty-seeking, representing social and epistemic values. Except for the hedonic value, each value element impacts the overall perceived value, which in turn incites clients’ intention to continue using m-banking services. Originality/value By exploring the simultaneous effect of service-related and personal factors (stimuli) on different elements of perceived value (organism), this study contributes to the existing knowledge of consumption reactions (response) in the context of m-banking. The research of the Macedonian m-banking offers a closer insight into Western Balkan mobile commerce.

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.