Perceived Value and Burden in Mobile Banking: An Integrative Perspective of User Experience

As the five major commercial banks reduced their physical branches and shifted toward mobile-based, contactless services, the digital transformation of the financial sector accelerated. Consequently, mobile banking has evolved from a mere transactional channel into a core customer interface platform, heightening the importance of users’ experiences and perceptions for continued service usage. In response to this transformation, this study investigates how positive and negative factors perceived in mobile banking services influence users’ perceived value and continuance intention. User review data were collected from both major domestic commercial and internet-only banks, and key determinants were identified through topic modeling analysis. Based on the Value-Based Adoption Model, hypotheses were developed and empirically tested. The findings indicate that usefulness, ubiquity, and complexity have significant effects on perceived value, whereas continuous improvement and responsiveness show no significant influence. Furthermore, perceived value positively affects users’ continuance intention toward mobile banking. These results empirically clarify the mechanism through which users’ value perceptions drive continuance behavior in an increasingly mobile-centered financial service environment, offering practical implications for developing digital channel strategies and enhancing customer experience oriented services in commercial banking.