From offline to online: understanding users' switching intentions from traditional wealth management services to mobile wealth management applications

• Published in: International journal of bank marketing Vol. 41; no. 2; pp. 369 - 394
• Main Authors: Lee, Jung-Chieh, Wang, Jing
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 17.03.2023; Emerald Group Publishing Limited
• Subjects: Alliances; Asymmetry; Bank marketing; Bank technology; Customer services; Data analysis; Financial institutions; Financial services; Hypotheses; Literature reviews; Mobile commerce; Research methodology; Service introduction; Technology adoption; Wealth management; Hong Kong China; China; Mobile wealth management; Push-pull-mooring (PPM) framework; Switching intention; Fintech; Financial services
• ISSN: 0265-2323; 1758-5937
• DOI: 10.1108/IJBM-08-2022-0345

PurposeFinancial technology (Fintech) brings about innovative financial services, such as the possibility of introducing mobile wealth management applications (apps) into consumers' lives. Despite the rapid development of such apps, few studies have focused on users' switching intentions from traditional wealth management services to mobile settings (apps).Design/methodology/approachThrough a survey research method, a total of 378 responses were collected to examine the model. The partial least squares (PLS) technique was employed for data analysis.FindingsTo fill this research gap, this paper adopts a push-pull-mooring (PPM) theoretical framework to develop a model for exploring users' switching intentions. According to the empirical results, several push (i.e. perceived inconvenience), pull (i.e. transaction efficiency, perceived personalization and mobile wealth management scenarios) or mooring (i.e. product market expertise and affective commitment) factors are identified that significantly affect switching intention. This study provides theoretical contributions and practical implications for the existing wealth management literature and also offers future research directions.Originality/valueThis study innovatively extends the PPM framework to the traditional and mobile wealth management domains to understand users' switching intentions from offline wealth management services to mobile wealth management apps. The authors uncover several push, pull and mooring factors that are critical for determining users’ switching decisions.