EXPLORING ANTECEDENTS’ MODERATING AND MEDIATING EFFECTS ON THE PATHWAY FROM USERS’ INTRINSIC MOTIVATIONS TO VALUE CO-CREATION BEHAVIORS IN MOBILE BANKING SERVICE

Abstract

The objective of this research is to investigate the effect of customers’ intrinsic motivations (CIM) on customer engagement and value co-creation behaviors (CVCB) within the Chinese mobile banking (Mbanking) context. Grounded in Stimulus-Organism-Response theory, Service-Dominant Logic, and SelfDetermination Theory, this study aims to assess the mediating role of customer engagement in the relationship between CIM and CVCB. Additionally, by incorporating Generational Theory, the research seeks to determine whether these relationships vary among different generational cohorts of Chinese M-banking users. Survey data were collected from a total of 680 Chinese M-banking users from 29 provinces and regions in China. This research utilized structural equation modeling and path analysis approaches to examine the proposed research framework. The study findings revealed that Chinese M-banking users’ CIM had positive impacts on customer engagement and CVCB, although CIM did not exerted significant direct effect on CVCB, it did indirectly influence CVCB via customer engagement, which validated customer engagement’s mediation effect on the relationship between CIM and CVCB. Moreover, study results revealed that generational differences’ moderation effect was only significant on the relationship between customer engagement and CVCB. The research finding offered added evidence that extends the knowledge from prevailing research regarding CVCB in Chinese M-banking settings, which has been untapped in marketing literature. This research provides practical insights for Chinese banks and policymakers to enhance customer engagement and CVCB in M-banking. Since intrinsic motivation drives user participation, banks should design services that foster autonomy, competence, and relatedness. As generational differences further influence engagement, policymakers should consider ensuring M-banking remain inclusive by offering customized strategies such as simplified interfaces for senior customers and interactive features for younger users. By aligning M-banking services with intrinsic motivation and generational needs, financial institutions can increase customer contentment, trustworthiness, and long-term engagement, strengthening service effectiveness in China’s digital banking sector.