Extending Intention to Use Toward Postadoption Behavior—Conceptualizing Actual Usage for Information Technology-Enabled Banking Services

Abstract

This study aims to address the gap in technology adoption research by focusing on actual postadoption behavior in consumer marketing and operationalizing the construct of actual usage for IT-enabled banking services. The research uses a rigorous two-stage scale construction and validation process using partial least square-structural equation modelling. Results of the present research article conceptualize actual usage measurement model as a second-order formative-reflective construct with four first-order reflective constructs. This study also provides a foundation for future research studies incorporating Technology Readiness Index 2.0 and self-reported actual usage as a multidimensional construct. This operationalization confirms the uniqueness of different dimensions of actual usage, which should be configured as strategy devising tools for sensing and seizing opportunities to tap the market for any technology product or service.