Academic journal article Journal of Electronic Commerce Research

Mixing Business and Pleasure: Empirical Implications for Trust in Mobile Banking

Academic journal article Journal of Electronic Commerce Research

Mixing Business and Pleasure: Empirical Implications for Trust in Mobile Banking

Article excerpt

1.Introduction

The development of mobile phones, together with the growing reach of internet, creates new commercial opportunities [Yu 2012], facilitates business/consumer transactions [Yang & Lee 2009] and enables the emergence of new technologies, which is the case of Mobile Banking (MB). A better understanding of MB adoption process has implications for customers and banks that offer this technology [Al-Jabri & Sohail 2012]. Perceived risk and trust are essential factors related to MB use and adoption.

Customers use MB through mobile devices, which confers ubiquitous characteristics to this technology. People perceive mobile devices as personal possessions [Hong & Tam 2006], so that these products and their mobile applications are present in the users' personal lives [Li et al. 2012]. As information technology (IT) users are also consumers [Holsapple & Wu 2007], mobile device users represent potential MB adopters. Thus, assuming that the values assigned to mobile devices will also play an important role in MB adoption is a natural consideration.

There are two types of value perspectives associated with products: utilitarian and hedonic [Dhar & Wetenbroch 2000; Holbrook & Hirshman 1982; Batra & Ahtola 1990; Chitturi et al. 2007; Chitturi et al. 2008]. The utilitarian perspective refers to an instrumental, functional, task-accomplishment and productivity-oriented value; the hedonic perspective refers to entertainment, fun and pleasure-oriented value [Crowley et al. 1992; Batra & Ahtola 1990; Babin et al. 1994; van der Heijden 2004; Kim & Hwang 2012; Al-Debei & Al-Lozi 2014].

Customers attribute a utilitarian value to some products, and a hedonic value to others [Crowley et al. 1992; Turel et al. 2010; Dhar & Wertenbroch 2000], but these attributes are not necessarily two ends of a unidimensional scale [Okada 2005]. Some products can be more utilitarian, others can be more hedonic, and still others can present both dimensions [Batra & Ahtola 1990; Voss et al. 2003]. Toothpaste, for example, may have a utilitarian (tooth decay prevention) and a hedonic value (good taste) [Batra & Ahtola 1990]. It is also important to highlight that customers' value and customers' satisfaction have a positive relationship [El Hedhli et al. 2016].

Technology can present both hedonic (enjoyable) and utilitarian (useful) characteristics [Turel et al. 2010], and so can mobile devices [Hong & Tam 2006]. In this sense, these values are relevant in the study of mobile internet quality, mobile data services, mobile commerce, virtual health advisory services, online communication process, online shopping, and quality of websites [Overby & Lee 2006; Yang & Lee 2009; López & Ruiz 2011; Li et al. 2012; Kim & Han 2011; Kim & Hwang 2012; Al-Debei & Al-Lozi 2014; Etemad-Saj adi & Ghachem 2015; Li & Mao 2015]. Although MB seems to be more task-oriented than focused on applications for hedonic use, this technology can be influenced by both utilitarian and hedonic perspectives [O'Brien 2010; Li et al. 2012]. Furthermore, the results obtained by Botzenhardt et al. [2016], indicate that the components of design (form and function) are positively associated with satisfaction of mobile data services, in the context of mobile banking.

Previous research highlight that customers (and users) can attribute different values to products. These values are relevant to understand the use of such products and to know more details about the interaction between the users and those that offer the products. As presented before, based on hedonic/utilitarian we also can construct a panorama to study the adoption of contemporary technologies, especially because individuals usually need to rely on a device to access these technologies.

Besides the close relationship between trust in MB and utilitarian/hedonic values of mobile devices, to the extent of our knowledge, this relationship has not been empirically studied so far. …

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