The Impact of the Personal Data Disclosure’s Tradeoff on the Trust and Attitude Loyalty in Mobile Banking Services
In the digital transformation era, mobile technology development has brought not only the benefits but the costs for the customer in the transaction via mobile devices. This study aimed to analyze the relationship between personal data disclosure’s tradeoff, trust, and attitude loyalty in mobile banking services. The analysis result of Partial Least Squares Structural Equation Modeling confirmed the positive and negative impact of the perceived benefits and perceived costs on perceived value; and the positive relationship between perceived value, trust, and attitude loyalty in the mobile banking services context. Finally, some managerial implications were proposed.
Personal data disclosure’s tradeoff; trust; attitude loyalty; mobile banking services; partial least squares structural equation modeling
Khoa, B. T. (2020). The Impact of the Personal Data Disclosure’s Tradeoff on the Trust and Attitude Loyalty in Mobile Banking Services. Journal of Promotion Management, 27(4), 585-608. doi: 10.1080/10496491.2020.1838028