EXAMINING ANTECEDENT FACTORS’ MODERATING AND MEDIATING IMPACTS ON THE RELATIONSHIPS BETWEEN CUSTOMERS’ INTRINSIC MOTIVATIONS, ENGAGEMENT AND VALUE CO-CREATION BEHAVIORS IN MOBILE BANKING SERVICE

Purpose – Grounded on the Stimulus-Organism-Response (SOR) theory, service-dominant logic and self-determination theory (SDT) model, this research aims to examine the impacts of customers’ intrinsic motivations (CIM) on customer engagement (CE) and customer value co-creation behaviors (CVCB) under Chinese mobile banking (M-banking) context. This research also adopted generational theory (GT) to rationalize whether such the above intricate relationships varied among Chinese customers from different generation cohorts. Design/methodology/approach – Survey data were collected from a total of 680 Chinese M-banking users from 29 provinces and regions in China. This research utilized structural equation modeling (SEM) and path analysis approaches to examine the proposed research framework. Findings – The study findings revealed that Chinese M-banking users’ CIM had positive impacts on CE and CVCB, although CIM did not exerted significant direct effect on CVCB, it did indirectly influence CVCB via CE, which validated CE’s mediation effect on the relationship between CIM and CVCB. Moreover, study results revealed that generational differences’ moderation effect was only significant on the relationship between CE and CVCB. Originality/value – The research finding offered added evidence that extends the knowledge from prevailing research regarding CVCB in Chinese M-banking settings, which has been untapped in marketing literature. Practical implications – Because intrinsic motivation serves an essential role in determining customers’ engaging and value co-creation behaviors in M-banking service, policy makers including Chinese banks’ management and government should design M-banking service that motivates customers’ intrinsic desires and meets distinctive needs from various generation groups, so as to attract and maintain customer under Chinese cultural context.