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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).

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.

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.

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.

Integrando la Teoría del Valor de Consumo (TCV) en el marco Estímulo-Organismo-Respuesta (S-O-R), este estudio pretende analizar la influencia de factores externos e internos en las percepciones de valor utilitario, hedónico, social y epistémico de los clientes, como impulsores del valor percibido global y del uso continuado del m-banking por parte de los clientes.

Se realizó una encuesta en línea a 252 usuarios reales de banca móvil y se aplicó el modelo de ecuaciones estructurales por mínimos cuadrados parciales (PLS-SEM) para analizar los datos.

Los resultados revelan que la ubicuidad y la gamificación influyen positivamente en la utilidad y el entretenimiento percibidos, es decir, en los valores utilitarios y hedónicos percibidos. Además, la autocongruencia y la capacidad de innovación de los usuarios afectan a las normas subjetivas y a la búsqueda de novedades, que representan el valor social y epistémico. A excepción del valor hedónico, cada elemento de valor influye en el valor percibido global, que a su vez incita a los clientes a seguir utilizando los servicios de banca móvil.

Al explorar el efecto simultáneo de factores personales y relacionados con el servicio (estímulos) sobre diferentes elementos del valor percibido (organismo), contribuimos al conocimiento existente sobre las reacciones de consumo (respuesta) en el contexto del m-banking. La investigación del m-banking macedonio ofrece una visión más cercana del comercio móvil de los Balcanes Occidentales.

本研究将消费价值理论（TCV）纳入刺激-组织-反应（S-O-R）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移动银行的驱动因素。

对 252 名实际移动银行用户进行了在线调查, 并采用偏最小二乘法结构方程模型（PLS-SEM）分析数据。

结果表明, 普遍性和游戏化对用户的有用性和娱乐性感知, 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。除享乐价值外, 每个价值要素都会影响整体感知价值, 进而激发客户继续使用移动银行服务的意愿。

通过探索服务相关因素和个人因素（刺激）对感知价值不同要素（有机体）的同时影响, 我们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, 我们可以更深入地了解西巴尔干移动商务。

In mobile banking (m-banking), understanding the factors contributing to customer satisfaction is crucial for bank managers to design effective strategies for enhancing the uptake of mobile banking services. This study assesses the relationships between quality, technology acceptance and credibility factors and behavioural outcomes (actual use, continuance intention and loyalty) and satisfaction with m-banking. It further investigates the moderating influence of economy type, innovation level, connectivity level and sample size on all these relationships.

The study employs a meta-analysis technique and reviews 54 published studies to investigate the antecedents and consequences of satisfaction with m-banking.

The study finds a significant relationship between satisfaction with m-banking and quality, technology acceptance and credibility factors and behavioural outcomes. It concludes that the moderating effect of economy type, innovation level, connectivity level and sample size partially moderate the majority of the hypothesized relationships.

Drawing on a comprehensive literature review, this study presents a novel framework elucidating the antecedents and behavioural outcomes of satisfaction with mobile banking. It contributes to the literature by exploring the moderating effects of sample size and country context on the relationships between these factors, presenting important implications for future mobile banking research.

This study has practical implications for m-banking service providers, offering insights into the factors that drive user satisfaction with mobile banking and highlighting the need for tailored strategies in different country contexts.

This study examines the effects of factors leading to satisfaction and the subsequent outcomes within the context of m-banking. The findings offer fresh perspectives that can be valuable for managers and policymakers, enabling them to enhance customer satisfaction in the realm of m-banking.

The COVID-19 crisis has sped up digital transformation and technologies by several years. Customers have dramatically shifted to online channels, and businesses have quickly responded by offering additional canals for online shopping and payment. Customers have also been exhibiting greater preferences for contactless payments, and mobile banking has therefore become a norm in both developed and developing countries. This study aims to understand the antecedents of mobile banking actual usage in an early adoption stage setting (i.e. Morocco) through a comprehensive conceptual model combining the unified theory of acceptance and use of technology, the DeLone and McLean IS success model and additional constructs extracted from extent literature. The moderating effects of age, gender and education are also examined and analyzed using multigroup analysis.

Based on data collected from 616 Moroccan users, the authors empirically tested the proposed conceptual model using structural equation modeling.

First, consumer M-banking actual usage has a significant effect on customer satisfaction and attitudinal loyalty; at the same time, attitudinal loyalty was significantly influenced by customer satisfaction. Second, while M-banking actual usage was significantly influenced by effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, service quality, trust, attitude and perceived security, the results show no significant impact of system quality and information quality. Third, the relationship between M-banking actual usage and its antecedents was significantly moderated by age, gender and education.

The findings help bank practitioners to understand the importance of meeting customers’ needs and expectations as a prerequisite in enhancing actual usage, satisfaction and attitudinal loyalty. More importantly, the authors emphasize the need for demographically oriented strategies to target different demographic segments of customers.

The study bridges a gap in M-banking literature by offering a thorough understanding of consumers’ mobile banking use during the pandemic. The findings provide evidence of the applicability of the conceptual model proposed in this research. Furthermore, the reflection of the moderating effects of gender, age and education emphasizes the mobile banking usage disparities among dissimilar demographic segments.

This paper aims to assess the legal and regulatory framework for mobile banking (M-banking) in Tanzania. The technological development in information and communication technologies has converted a mobile phone from a simple communication device to a very complex instrument that allows people to perform various digital transactions and extra operations such as web browsing and email reading. Such tremendous developments have brought in place the regime of M-banking. The birth of M-banking has brought legal and institutional challenges that were not anticipated before. It has complicated the traditional role of the telecommunication regulator and financial regulator in the business and caused legal gaps that need to be bridged.

To disclose the legal gaps and bridge them, the study used doctrinal legal method and comparative study to learn the experience of international legal instruments and policies and laws of other jurisdictions. This paper has evaluated the contribution of international legal instruments and legal frameworks of foreign jurisdictions such as Kenya and the Philippines.

It has been revealed that the prevailing laws regulating M-banking in Tanzania do not adequately address and bridge the existing legal gaps. There is a need to enact a specific law regulating M-banking and confer such powers to a specific institution to deal with regulatory issues.

This paper stresses the importance of enacting new laws that will offer room for financial inclusion in the digital economy and protect consumers against financial risk. It also intends to act as a catalyst and change agent in policy and legislative development in the M-banking industry. It would also bring special attention to addressing consumer rights, security and risky issues surrounding the M-banking industry. Although several other authors in Tanzania have written in this area, they have not clearly focused on disclosing the existing legal gaps resulting from the convergence of the financial and communication sectors. This paper is therefore trying to offer an extensive discussion on the legislative development in the M-banking industry in Tanzania.

This paper aims to illuminate a mechanism of positive word of mouth (PWOM) toward mobile banking (m-banking) by extending the fairness theory (FAT) with satisfaction (SAT) and value-in-use (VIU).

A research model is examined by obtaining data from a web-based survey of 398 respondents who have used m-banking in Vietnam. AMOS 21.0 software is applied to analyze the hypothetical model with covariance-based structural equation modeling.

The results reveal that price fairness (PRI) is of primary importance of fairness perception (FAI) in m-banking, followed by informative fairness, procedural fairness, interactional fairness and distributive fairness. Furthermore, SAT and VIU play a vital role in developing PWOM. In addition, FAI exerts a positive influence on SAT and VIU.

This study would help practitioners have the deep insights into affective and behavioral responses among customers and develop effective marketing trajectories to spur SAT, VIU and PWOM toward m-banking. The results hint that marketers may be tempted to simultaneously focus on the important dimensions of FAIs as they are indispensable to derive SAT and VIU from a customer perspective. This research assists governments and banks to adopt training programs and policies that will incite customer behaviors toward m-banking.

The value of the work lies in the combination between FAT with SAT to enlighten FAI and PWOM toward m-banking in a developing country. To the best of the authors’ knowledge, this work is among the first to consider VIU that motivates PWOM. Moreover, this study links PRI to FAI to understand PWOM among Vietnamese customers.

Artificial intelligence (AI) has been widely used as a financial technology (fintech) in the mobile banking (M-banking) domain. However, in the literature, how AI affects users' perceptions of social support and the users' satisfaction and continuance intention (CI) remains unknown. To fill this gap, the two core characteristics of AI, perceived intelligence (PI) and perceived anthropomorphism (PA), are combined with social support theory (SST) (including informational support (IS) and emotional support (ES)) to develop a research model to investigate how PI and PA affect IS and ES, which in turn affect users’ M-banking satisfaction and CI.

This study adopted a random probability sampling method to collect a total of 360 valid responses to verify the proposed model. Partial least squares (PLS) was employed for data analysis.

The results showed that PI and PA both have a significant positive impact on consumers' perception of social support (IS and ES). IS was a direct driver of satisfaction and CI. Surprisingly, although ES was positively associated with satisfaction, the study found that higher levels of ES will decrease CI. This study exposed how AI affects consumers’ satisfaction and CI through SST, and the role of AI in M-banking applications has been further confirmed.

This study expanded the SST to creatively integrate with AI features to reveal the impact of PI and PA on IS and ES, which in turn influence users' M-banking usage.

The objective of this study is to investigate the effect of consumption values (functional, social, epistemic, and emotional value) on mobile banking (m-banking) usage intention and intention to recommend m-banking services in the context of the Bangladeshi banking sector. Furthermore, this study examines how perceived security moderates the effects of consumption values on m-banking usage intention and recommendation intention.

A self-structured questionnaire had been used to obtain survey data from a sample of 237 m-banking users in Bangladesh using a convenience sampling method. Data were analyzed by structural equation modeling based on AMOS 23.0.

The findings show that all the dimensions of consumption values (functional, epistemic, and emotional value) except social value have a significant impact on mobile banking usage intention. In turn, mobile banking usage intention has a substantial direct effect on users' recommendation intention. Furthermore, the results also demonstrate that perceived security moderates the effects of functional values on m-banking usage intention as well as m-banking usage intention on recommendation intention.

These research findings offer insightful guidelines to bank marketers to increase m-banking usage intention and recommendation intention by emphasizing the functional, epistemic, and emotional value of m-banking services as well as safeguarding consumers' perceived security in m-banking transactions.

This study contributes to the body of knowledge by measuring the effects of consumption values dimensions on the m-banking usage intention and recommendation intention which were hardly investigated particularly in the m-banking context. To date, this study is the first attempt to examine how perceived security moderates the effects of consumption values dimensions on the m-banking usage intention as well as m-banking usage intention on recommendation intention. The findings contribute to a theoretical understanding of the importance of consumption values in consumer decision-making, particularly in the rarely studied domain of mobile banking.

The purpose of this research was to investigate at the influence of technology acceptance model (TAM) characteristics including perceived ease of use, perceived compatibility, and perceived security on the perceived utility and actual use of mobile banking among Yemeni academics. It also investigated the function of perceived utility as a moderator in the link between TAM variables and mobile banking adoption. The sample size was 251 respondents who worked at universities in Yemen and were chosen using stratified random selection. According to the findings, perceived compatibility and perceived security had a substantial positive influence on perceived usefulness and real mobile banking use; however perceived simplicity of use had no effect on mobile banking usage. According to the results, perceived usefulness slightly mediated the association between perceived ease of use and security and mobile banking use, whereas it completely mediated the relationship between perceived compatibility and mobile banking usage. Overall, the research proved the significance of TAM elements in academics’ use of mobile banking in Yemen, offering a credible empirical framework for studying mobile banking usage in this setting.

Financial technology (FinTech) is experiencing transformation because artificial intelligence has become the new norm to enrich the experiences of individuals in this modern era of technological advancement. The article utilizes the stimuli-organism-response (SOR) framework to investigate how individual attitudes and behavioral intentions influence the adoption of FinTech, particularly in mobile banking.

433 respondents participated in the self-administered survey to answer questions related to demographic profiles and items to assess the variables adopted in the conceptual framework. The study applied “partial least squares structural equation modeling” PLS-SEM to analyze the data.

A structural equation model indicates that perceived usefulness and ease of use significantly affect attitude and behavioral intention. Moreover, the outcomes show that perceived value and social influence significantly influence, while perceived risks and performance expectancy insignificantly affect behavioral intention. Further, the outcomes also confirm that attitude and behavioral intention substantially influence mobile banking adoption.

The article provides insights for practitioners to improve and assess the quality of mobile banking services by using proposed antecedents that may increase the actual use of FinTech services, which serves as a valuable resource for stakeholders.

The new research model adds to the existing literature by offering empirical evidence of mobile banking adoption by considering three theories. Further, the study builds upon the S-O-R framework that incorporates FinTech attributes to explain the antecedents of the actual use of FinTech towards mobile banking adoption.

The usage rate of mobile financial services (MFS) has shown an uptick since the emergence of the COVID-19 pandemic in Bangladesh. This study aims to reveal the underpinning reasons for such MFS surge and its continuance by integrating health belief model (HBM) and expectation confirmation model (ECM).

The study analyzes 529 MFS users' responses during the second wave of the COVID-19 outbreak in Bangladesh using the partial least square method.

Satisfaction is more predictive than perceived usefulness in explaining continuance usage intention. Expectation confirmation also indirectly affects continuance intention. Among the HBM constructs, the indirect effect of perceived severity on continuance intention via perceived usefulness and satisfaction is significant. Besides, the impact of self-efficacy on continuance intention is also significant. Moreover, perceived credibility significantly affects satisfaction and indirectly affected continuance usage intention via satisfaction.

The study projects boosting customers' satisfaction is critical for the successful retention of existing MFS customers. MFS service providers should emphasize the factors that amplify satisfaction. They must evaluate preadoption factors so that customers can have positive confirmation. Especially, the service providers, the policymakers and the regulators should take an active role in improving the users' self-efficacy and the system's credibility. Undertaking the MFS literacy program, installing hotline service to provide emergency help will boost users' confidence in using the system.

The study is a unique contribution in the context of Bangladesh. To the best of the authors’ knowledge, no previous MFS studies in Bangladesh explored MFS continuance usage intention during COVID-19 and beyond. Besides, the inclusion of “perceived credibility” in the framework will supplement the earlier studies conducted on this aspect.