Investigating factors of loyalty intention among m-banking users: an integrated model

This study seeks to understand the factors that influence the loyalty intentions of mobile banking users. We employ the technology acceptance model (TAM) and security risk trust (SRT) model, using prospect theory as a theoretical framework, enriching it with variables such as perceived usefulness, perceived ease of use, perceived risk, security, privacy, and trust. This study surveyed mobile banking users in Vietnam and collected 501 valid questionnaires. The empirical findings indicate that perceived risk has a negative impact on trust, perceived usefulness, perceived ease of use, and loyalty intention. In contrast, both perceived security and privacy have positive effects on trust, perceived usefulness, and perceived ease of use. Moreover, trust, perceived security, perceived usefulness, and perceived ease of use all directly bolster the loyalty intention of users. Finally, perceived security acts as a precursor to perceived risk. The findings offer theoretical and practical insights on how to enhance customers' loyalty intention.