Users' Intention to Continue Mobile Financial Services (MFS): The Moderating Role of Promotional Incentives

Purpose: This study examines the determinants of customers' continued usage of mobile financial services (MFS) for online purchases in the developing country of Bangladesh.Methodology: A mixed-method conceptual framework was developed to carry out this study. The non-probability convenience sampling method was employed to collect data using a structured questionnaire survey. Analysis of data from 413 participants was conducted using SmartPLS4.0 partial least equation modeling (SEM-PLS).Results: Perceived lifestyle compatibility and fear of COVID-19 have been found to impact the continuous usage of mobile financial services, both directly and indirectly. Furthermore, the analysis results show that while perceived online security has a direct impact, a substantial mediated effect was not found. Perceived social influences have no significant impact, according to the study. In addition, promotional incentives did not moderate the hypothesized relationship.Research limitations: In the future, cross-sectional research with a larger sample size could be explored, as the current study needed more generalizability. Practical implications: This study could help create consumer-friendly marketing strategies and a new business model. Due to consumer usage habits' unpredictability, the during and after COVID-19 pandemic has created new marketing chances for online businesses.Originality: One of the few studies in Bangladesh to address the post-pandemic emergent research issue, these offer theoretical and methodological insights into the causes influencing the behavioral intention to use MFSs and the implications of continuance usage intention. Keywords: Mobile financial services; Perceived lifestyle compatibility; Perceived online security; COVID-19 fear; Promotional Incentives; Continuance Usage Intention.DOI: 10.58869/EJABM11(2)/05