Mixed-methods study demonstrates how omnichannel banking tools enhance saving habits across user stages of change, highlighting the value of integrating digital and offline channels.
Key Points
To examine how financial institutions can apply the omnichannel social marketing model through stages of change (OSMM) to encourage personal saving behaviors.
Conducted a mixed-methods exploratory study comprising qualitative interviews (N=6) to evaluate money-saving information sources and behavioral responses.
Performed a content analysis of saving features across 3 mobile banking apps to assess their alignment with OSMM assumptions and stages of change.
Surveyed 215 mobile banking app users to evaluate the perceived effectiveness of app features in improving savings behaviors.
Omnichannel financial literacy coupled with targeted mobile banking app features supported perceived improvements in personal savings.
Perceived usefulness of app features, user trust, and external environmental factors significantly mediated the positive behavioral shift across different stages of change.