THE FUTURE OF DIGITAL BANKING IN MACAU: DEVELOPING A THEORETICAL MODEL OF USER WILLINGNESS FOR DIGITAL BANKING SERVICES

Abstract

IN THE WAVE OF DIGITAL TRANSFORMATION, CHINESE BANKS HAVE PRIORITIZED DIGITAL BANKING SERVICES AS KEY STRATEGIC GOALS, AIMING TO REVOLUTIONIZE THE MOBILE BANKING EXPERIENCE. THIS STUDY AIMS TO ASSESS THE FACTORS INFLUENCING THE WILLINGNESS TO USE THE VARIOUS FINANCIAL AND CONTEXTUAL SERVICES OFFERED THROUGH DIGITAL BANKING. SPECIFICALLY, IT IS PROPOSED A MODEL BASED ON USERS' PERCEPTIONS OF MOBILE BANKING SCENARIOS AND EXAMINES HOW THE DEVELOPMENT OF DIGITAL BANKING SERVICES INFLUENCES USERS' WILLINGNESS TO USE THEM. THE STUDY INVOLVED QUALITATIVE IN-DEPTH INTERVIEWS WITH 12 MOBILE BANKING USERS, WITH THE INTERVIEW CONTENT ANALYZED USING NVIVO QUALITATIVE ANALYSIS SOFTWARE. THE DATA ANALYSIS IDENTIFIED 9 CORE CODING CATEGORIES: FINANCIAL PROFESSIONALISM, SECURITY, MARKETING STIMULATION, INNOVATIVE PRODUCTS, USE EXPERIENCE, STRONG RELATIONSHIP, TRUST, PERCEIVED USEFULNESS, AND WILLINGNESS TO USE. THESE CATEGORIES WERE FURTHER REFINED TO CONSTRUCT A THEORETICAL MODEL OF USER WILLINGNESS IN DIGITAL BANKING SERVICES, DRAWING FROM THE OPTIMIZED TECHNOLOGY ACCEPTANCE MODEL (TAM). THE FINDINGS PROVIDE VALUABLE INSIGHTS FOR THE BANKING INDUSTRY IN MACAU, AIDING IN UNDERSTANDING CUSTOMER NEEDS AND SUPPORTING THE POSITIVE DEVELOPMENT OF MOBILE FINANCE AND CONTEXTUAL DIGITAL BANKING SERVICES IN THE REGION.