چکیده (انگلیسی):

Mobile financial services (MFS) have become a critical issue in the financial sectors. An expanding application of mobile commerce, MFS play an important role in managing customer relationships. Thus, we proposed a model that incorporates three external variables—perceived enjoyment, perceived mobility, and personal habit—into the technology acceptance model (TAM) to assess the antecedents that influence continued usage intention in MFS. In addition, we examined the moderating effect of gender on customer relationships. Structural equation modeling was used, and 368 MFS users were investigated. The findings revealed that perceived mobility, personal habit, perceived usefulness, and perceived ease of use are the major antecedents that influence continued usage intention in MFS. However, perceived enjoyment is not significantly associated with intention. Moreover, gender moderates the relationships between the variables in the proposed model. Perceived mobility affecting usage intention will be stronger for men than for women, whereas personal habit affecting usage intention will be stronger for women than for men.