A Investigation On Mobile Banking’s Continuance Intention Based On Utaut And Risk Received

In recent years, due to the financial deregulation and the spring up of mobile bank, the pattern of domestic commercial banks is changing dramatically. Due to the financial deregulation and the spring up of mobile banks, the small and medium state-owned commercial banks are struggling to catch the big four banks. With the construction of4G network and the popularity of smart phones, Mobile banking is becoming more and more important for the banks. Mobile banking greatly enriched the connotation of the traditional banking business especially in helping traditional banking to decrease their cost and breaking the limit of area and time. According to Bankers Association’report, by the end of2013, mobile banking users has reached460million with the increase rate of55.5%. Mobile banking will soon become the largest service channel of banks in the next several years. Therefore, maintaining the loyalty of users of mobile banking and deeply study mobile banking’s continuance intention is of great significanceTherefore, first through literature, this paper made the retrospective analysis of the status and the deficiency about mobile banking and continuance intention:Then, through the study on influence factors of mobile banking’s continuance intention and the deficiency of traditional technology acceptance model, this paper established a new model about mobile banking’s continuance intention’s influence factors based on UTAUT model and Perceived risk theory. There are three independent variables (Perceived risk, social impact and promoting factors), three intervening variable (performance expectations, effort expectations and degree of satisfaction), one dependent variable (continuance intention).The meanwhile, this paper also have an empirical analysis with the investigation method and have a deep analysis about the investigation result with the structural equation model. The result showed that Perceived risk factors have a significant negative impact on performance expectations, effort expectations and degree of satisfaction; performance expectations, effort expectations and promoting factors have a significant positive impact on degree of satisfaction; degree of satisfaction, performance expectations and social impact have a significant negative impact on continuance intention.At last, based on the characteristic of influence factors of mobile banking’s continuance intention, this paper provided some feasible strategy and method suggestion for banks on retain existing customers, improve customer satisfaction and reducing the cost of the users.