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Title:
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AN INVARIANCE ANALYSIS OF ONLINE-MOBILE CROSS-CHANNEL EVALUATIONS IN THE BANKING INDUSTRY |
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Author(s):
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Jacques Nel, Christo Boshoff |
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ISBN:
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978-989-8533-24-1 |
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Editors:
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Pedro Isaías and Bebo White |
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Year:
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2014 |
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Edition:
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Single |
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Keywords:
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Mobile banking, internet banking, cross-channel cognitive evaluations, invariance analysis |
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Type:
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Full Paper |
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First Page:
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307 |
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Last Page:
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314 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The purpose of this study was to investigate the invariance of cross-channel cognitive evaluations (emanating from the internet banking channel) influencing salient beliefs in mobile banking adoption and continuance-of-use behaviour between the users of internet banking and the users of both internet and mobile banking. The results suggest that cross-channel evaluations can be both invariant and non-invariant across the two cohorts. For example, the influence of internet banking convenience beliefs on mobile banking usefulness beliefs was invariant. However, the influence of internet banking trust beliefs on mobile banking usefulness beliefs was non-invariant across the two cohorts. The invariant and non-invariant cross-channel cognitive evaluations have implications for marketing strategy to enhance the adoption and the continued use of mobile banking. |
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