Drivers of Mobile Banking Super-App Adoption: Across Different Service Integration Levels

Abstract

The surge in digital transformation within financial technology has catalyzed the development of super-apps-comprehensive mobile applications designed to serve a multitude of a customer's daily needs on a single platform. Despite their widespread use, there is a dearth of research regarding customer adoption in the banking industry. Employing the integrated Information Systems (IS) success model, this study delves into how the characteristics of mobile banking super-apps influence user adoption intentions, taking into account various levels of service integration, in South Korea. The results reveal that factors such as interactivity, service diversity, process completeness, and technological service innovation positively affect the perceived ease of use. However, only service diversity and process completeness significantly influence perceived usefulness. Furthermore, distinct relationships between constructs are observed among different user groups based on their preferred service integration levels. This research can help banks formulate app management strategies and identify the optimal levels of service integration for their mobile banking super-apps.