I won't touch money because it is dirty: examining customer's loyalty toward M-payment

• Published in: International journal of bank marketing Vol. 40; no. 5; pp. 992 - 1016
• Main Authors: Goel, Pooja, Garg, Aashish, Sharma, Anuj, Rana, Nripendra P.
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 08.06.2022; Emerald Group Publishing Limited
• Subjects: Bank marketing; Consumer behavior; Consumers; Coronaviruses; COVID-19; Digital currencies; Disease transmission; Electronic commerce; Hypotheses; Loyalty; Mobile commerce; Pandemics; Payment systems; Technology Acceptance Model; Technology adoption; Perceived susceptibility; TAM; Perceived severity; M-Payment; Loyalty; Trust; SOR theory
• ISSN: 0265-2323; 1758-5937
• DOI: 10.1108/IJBM-06-2021-0272

PurposeSeveral industries including banking are booming because of COVID-19. However, it is still unknown whether this growth is momentary or permanent in nature. Hence, this study aims to identify the role of health-related concerns and trust as stimuli on M-payment loyalty.Design/methodology/approachData were collected through Google Forms from 431 participants. Subjects were M-payment users. The hypothesized model was tested using structural equational modeling.FindingsResults of the study indicate that perceived severity and trust act as stimuli for M-payment loyalty. Further, trust not only influences loyalty directly but also through intimacy. Additionally, no linear relationship was found between perceived usefulness and M-payment loyalty.Originality/valueThis work is an early attempt to consider health-related concerns and trust as stimuli to predict M-payment loyalty. Further, this study focused on three new constructs, namely perceived severity, perceived susceptibility and intimacy, that are underexplored in digital banking literature.