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Year 2025
Volume/Issue/Review Month Volume-XVIII | Issue-I | Jan.-Jun.
Title What Drives Continuance Intention to Use Digital Postal Banking Services? A Combined Approach Using TAM and TTF Models
Authors Melby George, Dr. Anil P. V
Broad area Marketing
Abstract Abstract: The study explores the variables determining the continuance intension to make use of digital postal banking services in India through the mixture of Technology Acceptance Model (TAM) and the Task-Technology Fit (TTF) model. Focusing on constructs such as task characteristics, technology characteristics, perceived usefulness, perceived ease of use, and continuance intention to use, the research highlights the interplay between technological attributes and user perceptions. By employing a well-structured questionnaire to collect data from 214 customers of India Post financial services, an integrated model has been built and tested. The association between continuing use of digital postal banking services and its antecedents is explained by the PLS-SEM results. The study emphasizes the significance of focusing on technological features and ensuring alignment between tasks and technology to boost user engagement and stimulate the continued use of digital postal banking services. In a fast-digitizing economy, our integrated TAM-TTF strategy provides insightful information for enhancing digital banking platforms, meeting the varied needs of users, and promoting long-term adoption. The findings have important implications for India Post in order to better comprehend how customers view digital postal banking services.
DOI https://doi.org/10.63340/samt/1005
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