The Impact of Mobile Financial Service (MFS) on Consumer Behavior in Bangladesh

Abstract

Purpose: The study's goal is to investigate the impact of mobile financial services on consumer behavior in Bangladesh so that MFS companies can focus on different factors that attract consumers to MFS and consumers can avoid having regrets later. Methodology: Structural Equation Modeling with Regression Analysis was conducted based on 384 active MFS users collected through a survey. Data was collected through Kobo Toolbox, and analysis was made through the software R. Findings: The study results showed that MFS satisfaction and bias influence consumer behavior by increasing unplanned purchases. Consumer satisfaction is provided by MFS preference and cost-effectiveness, whereas subjective norms and brand awareness create bias. Furthermore, this satisfaction and bias have a positive relationship with unplanned buying. Practical Implications: This study offers some findings for MFS service provider companies about how they can hit the emotional responses of consumers to induce unplanned buying. The consumer can be able to achieve self-control to make a rational decision and not have post-purchasing regret. Originality/Value: This research expands on earlier findings that overlooked incorporating both MFS satisfaction and bias as major determinants of unplanned buying. Also, the study of MFS regarding consumer behavior has not been seen in Bangladesh. Limitations: The majority of respondents were between the ages of 18 and 24, and they were students. The result varies across diverse age groups and professions. Future studies can be conducted on unplanned buying intentions. The probability sampling technique may cause results to deviate in future research.