ABSTRACT
The non-active users of MFS form a vast group of people who represent massive unutilized potential for mobile financial service providers. This study examines how to get non-active consumers to start using and engaging in continued usage of mobile financial services. In this study, an empirically grounded framework is developed that provides novel insights into the critical factors that either advance or hinder customers in starting the use of new MFS and to engage in continuously using them. Our findings present a diverse set of factors that influence customers’ attitudes and behaviors in relation to MFS. The study also provides implications for banks and other actors developing new MFS by indicating what elements to focus on in the service development in order to get also non-active consumers to use and continue using their services.
