An analysis of experienced life events on continuance intention to use online banking in Thailand

Abstract

At present, marketers focus on the phenomenon of changing consumer behavior that influences consumer decision-making. This study aims to analyze the influence of experienced life events (affected by COVID-19), perceived risk, and anxiety on the continuance intention to use online banking in Thailand. The data were attained from 500 customers who had visited commercial banks in Thailand. The data were analyzed through Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The findings of the study suggested that both perceived risk and anxiety influenced the continued use of online banking services while experiencing the COVID-19 pandemic. More specifically, anxiety had a direct negative influence on the continuance intention to use online banking services; and the perceived risk had an indirect influence on the Continuance Intention to use online banking services caused by anxiety. From the research results, it is recommended that focus should be on policies and activities that help reduce consumers’ perceived risk and anxiety to motivate more consumers to turn to online banking and eventually into a cashless society with a willingness and sense of safety.

Keywords

• anxiety
• customer life course
• experienced life events
• online banking
• perceived risk