Extended Use of mobile banking System: The effects of switching cognitive Gears

Abstract

The proliferation of mobile devices ushers a new era of financial services. Although various users already adopted mobile banking systems, their insufficient utilization of systems become a pressing issue. Encouraging individuals to engage in extended use, that is, applying more available system features to support their financial tasks, is an efficient approach for financial institutions to extract value from customers' already-in-use mobile banking systems. However, a relevant theoretical account for such discretionary post-adoptive usage is still in its infancy. Based on the switching cognitive gears perspective, this study proposes four types of triggers (i.e., new tasks, changes in system environments, other people's uses, and deliberate initiatives) that will prompt the active cognitive processing of individuals that leads to their extended use of mobile banking systems. We further propose the methodology to operationalize extended use and empirically validate the research model, and then discuss the possible theoretical contributions and practical implications.