Role of Perceived Security, Trust, and Attitude on Continuation Intention for Mobile Banking App

Abstract

Stimulus-Organism-Response model is used to explore the effects of security, trust and attitude to analyse factors influencing users' continuation intention of mobile banking apps.  Data was collected through a survey of 204 Gen Y millennials in Gujarat, India. Constructs such as perceived security, trust, attitude, and continuation intention were measured. PLS-SEM, a statistical technique suitable for complex models with small to medium sample sizes, was used. The findings show that perceived security positively impacts perceived trust, which in turn influences users' attitudes towards mobile banking apps. The factors trust and attitude influence security and continuation intention. Enhancing users' perception of security increases trust, fostering a positive attitude and increasing the likelihood of continued use. These findings have implications for mobile banking service providers. Addressing security concerns, building trust, and providing a positive user experience are crucial for user retention. Robust security measures, transparent communication about data protection, and a focus on user experience can contribute to sustaining user engagement and loyalty in the competitive mobile banking landscape. These findings also apply to broader strategies in digital banking, emphasizing the importance of security and trust in user retention.