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Article

Drivers of Mobile Banking Super-App Adoption: Across Different Service Integration Levels

by
Dongyeon Kim
1,
Soongoo Hong
2,
Youngmin Je
3 and
Min Ho Ryu
4,*
1
School of Business, Hanyang University, Seoul 04763, Republic of Korea
2
International School, Duy Tan University, Danang 550000, Vietnam
3
Department of Management Digital Finance, Dong-A University, Busan 49236, Republic of Korea
4
Department of Management Information Systems, Dong-A University, Busan 49236, Republic of Korea
*
Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 143; https://doi.org/10.3390/jtaer20020143
Submission received: 31 January 2025 / Revised: 21 May 2025 / Accepted: 27 May 2025 / Published: 12 June 2025
(This article belongs to the Section Digital Marketing and the Connected Consumer)
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Abstract

The surge in digital transformation within financial technology has catalyzed the development of super-apps—comprehensive mobile applications designed to serve a multitude of a customer’s daily needs on a single platform. Despite their widespread use, there is a dearth of research regarding customer adoption in the banking industry. Employing the integrated Information Systems (IS) success model, this study delves into how the characteristics of mobile banking super-apps influence user adoption intentions, taking into account various levels of service integration, in South Korea. The results reveal that factors such as interactivity, service diversity, process completeness, and technological service innovation positively affect the perceived ease of use. However, only service diversity and process completeness significantly influence perceived usefulness. Furthermore, distinct relationships between constructs are observed among different user groups based on their preferred service integration levels. This research can help banks formulate app management strategies and identify the optimal levels of service integration for their mobile banking super-apps.

1. Introduction

Financial technology, commonly known as fintech, includes businesses that devise software or applications to streamline financial services for customers. Examples include mobile banking and credit card apps. However, integrating new technologies into existing financial services could heighten competition among firms offering consolidated financial solutions, potentially resulting in a monopolistic scenario [1]. Moreover, the increasing focus on digital transformation has spurred the emergence of numerous integrated financial services, particularly super-apps [2].
Super-apps are comprehensive mobile applications built to fulfill various daily needs of customers through a single platform, thereby reducing the need for multiple distinct apps [3]. They essentially serve as a marketplace or an ecosystem providing a plethora of solutions, services, and experiences that were traditionally available only through specialized apps. Furthermore, they establish an ecosystem of services on one platform, facilitating cross-selling and bolstering user loyalty [4]. Typically encompassing services such as shopping, food delivery, transportation, and entertainment, super-apps streamline the digital customer experience. Consequently, their prevalence has grown, with fintech companies increasingly adopting the super-app model to offer revolutionary online commerce products and traditional financial services.
The rise of super-apps has instigated novel advancements in mobile banking app services. Amid the COVID-19 pandemic, digital banking has gained significant importance worldwide, with digital maturity escalating across the banking sector [4]. Large banks have adopted mobile super-app strategies, broadening and integrating additional services [5]. Policies by financial regulators that allow financial companies to operate super-apps—which amalgamate various financial services within a financial group—have further expedited the shift to digital banking [6]. Super-apps, offering convenience, time efficiency, and personalized services based on user behavior and preferences, have found acceptance among users.
This trend motivates super-app users to explore and use a more extensive range of services within a single app. Despite many companies introducing super-apps, research on customer adoption in the banking sector remains scarce. Additionally, as the range of services offered by mobile banking super-apps varies across companies and user expectations diverge, it becomes imperative to categorize them and study their impact on super-app adoption. Venkatesh et al. [7] highlighted the challenges mobile applications face in providing diverse types of information and services to customers, underscoring the need for research on mobile service expansion strategies beneficial to users. Therefore, employing the integrated Information Systems (IS) success model, this study aims to probe how the characteristics of a mobile banking super-app influence user adoption intentions, contingent upon the degree of service integration within the super-app.
Our study reveals that interactivity, service diversity, process completeness, and technological service innovation positively affect perceived ease of use, while service diversity and process completeness alone positively impact perceived usefulness. These factors subsequently influence users’ intention to utilize a mobile banking super-app. Furthermore, the study indicates that the three user groups—categorized by super-app service integration levels—exhibit unique path results for perceived usefulness and ease of use. We anticipate that our research will guide app management strategies for banks and offer insights into determining the service integration level for mobile banking super-apps.
The remainder of this study is organized as follows: Section 2 reviews the theoretical background and introduces the integrated IS success model. Section 3 develops research hypotheses. Section 4 describes the survey methodology, sample characteristics, and measurement development procedures. Section 5 reports the results of the research model analyses. Section 6 discusses the findings and their implications. Finally, Section 7 concludes with a summary of our contributions.

2. Theoretical Background

2.1. Super-App Beyond Multi-App

The notion of a “super-app” was first introduced in 2010 by BlackBerry founder Mike Lazaridis. He coined the term to describe a multi-purpose mobile application that delivers a smooth, integrated, context-specific, and efficient user experience [8]. By amalgamating numerous services within a single app, users can access a broad spectrum of business or lifestyle services—such as remittance, shopping, delivery, and reservations—without the need for multiple apps [9]. Renowned examples of super-apps encompass China’s WeChat, Malaysia’s Grab, Indonesia’s Gojek, and Korea’s KakaoTalk. These platforms have matured into on-demand ecosystems that incorporate various lifestyle services, such as transfers, payments, shopping, and news searches, built around an initial core service.
Contrastingly, multi-app users download individual apps for each service they desire. This approach allows them direct access to specific services simply by launching the relevant app, eliminating the need to search within the app as is necessary with super-apps. In Korea, for example, the LINE messaging app and KB financial app exemplify the multi-app approach. LINE operates separate apps for its messenger service and new offerings, while KB Financial Group manages a variety of specialized apps for asset management, securities, insurance, real estate, and banking. However, in late 2021, KB Financial Group introduced a new app that amalgamated some of these services to enhance speed and convenience.
Lately, numerous significant startups have embraced super-app strategies. For instance, Danggeun Market, the Korean startup behind Karrot, expanded its payment service, Danggeun Pay, and unveiled a new location-based feature called “within 10 min of walking distance” to connect users with nearby part-time job opportunities [10]. Viva Republica, the parent company of the Korean financial super-app Toss, provides a range of services, including P2P payments, money transfers, cards, among others, and is currently emphasizing loans, unsecured loans, and mortgages. Toss Bank, a subsidiary of the Toss platform, aims to offer users competitive interest rates without necessitating a separate app [11].
In this study, we define a banking super-app as a mobile application whose primary domain is financial services—such as peer-to-peer payments, fund transfers, and card management—but which also extends beyond traditional banking to support additional functionalities. By integrating core financial features (loans, savings, investments, insurance, and real-time financial analytics) alongside non-financial services—such as ride-hailing, food delivery, and grocery shopping—into a single interface, a banking super-app enables users to manage both their complete financial portfolio and other daily needs seamlessly without switching between multiple apps. In summary, a close examination of banking super-apps and multi-apps reveals that technological service innovation in fintech has spurred the acceptance of super-apps. These comprehensive platforms streamline users’ experiences by providing an array of services within a single application.

2.2. IS Success Factors of the Banking Super-App

The task of pinpointing the characteristics of a banking super-app is challenging due to the significant variance in service scope and integration levels across various banks’ mobile apps. However, numerous previous studies have determined new service characteristics using the IS success model. We therefore adopt this model to identify the characteristics of super-apps. The IS success model is a renowned theoretical framework that examines the impact of three qualities intrinsic to an information system—system quality, information quality, and service quality—on consumer satisfaction and welfare aspects such as usage [12,13]. System quality concerns the system’s performance and its ability to create value for users [13]. Information quality covers the accuracy, immediacy, and completeness of the services’ deliverables [14]. Service quality includes the service users expect and their experience during the service usage process [13]. Leveraging the IS success model, our study identifies four primary attributes of super-apps: ‘interactivity’ and ‘service diversity’ represent system quality characteristics, ‘process completeness’ exemplifies an information quality characteristic, and ‘technological service innovation’ indicates a service quality characteristic of the super-app.
First, interactivity is crucial in boosting user engagement and cultivating a sense of connection between users and the app. By offering timely and accurate feedback, apps can stimulate users to explore more features and services, leading to enhanced user satisfaction and loyalty [15,16]. For instance, Kim et al. [17] discovered that relevant and numerous interactions between guest reviews and host responses positively influence guest purchase intentions in the realm of online accommodation sharing platforms. Additionally, extensive previous research underscores the pivotal role of interactivity in affecting users’ perceived utility and usage behavior [18,19]. In the context of mobile location-based retail apps, Kang et al. [19] found a positive impact on user engagement and usage intentions due to perceived innovation characteristics like interactivity. In essence, interactivity plays a vital role not only in attracting new users but also in retaining existing ones, thereby contributing to the super-app’s overall success.
Second, the concept of a super-app naturally involves offering a multitude of services within a single mobile app, hence demonstrating service diversity. Prior research suggests that users highly value the practical utility of an app when presented with this range of services [20]. Moreover, whenever a new service is incorporated into the app, it typically blends in with a similar or identical user interface. This consistency positively impacts users’ perceptions of convenience and utility compared with multi-apps, which require the user to close an active app and launch another [21]. Earlier research has found that item diversity positively influences user engagement and attitude [22,23]. However, an increase in service diversity may adversely affect decision making by reducing user focus [24]. Consequently, the extent to which service diversity and the array of items offered influence customer behavior can vary depending on the industry and the assortment of services provided.
Third, process completeness, or process integrity, concerns the ease with which users can access services from mobile apps [25]. This integrity is a critical element influencing user trust [26,27]. Consider a scenario where a user is planning a concert outing with a friend while simultaneously browsing for clothes to wear to the event using a shopping super-app. The user can perform both tasks simultaneously. In contrast, a multi-app environment might necessitate users to switch between different apps, causing inconvenience as they navigate between separate interfaces [21]. Such transitions may lead to temporary psychological and spatial disconnections for the user. The process completeness of a super-app, which integrates various processes across multiple services, is likely superior to that of a multi-app environment. This improved process completeness can positively influence user satisfaction, trust, and the likelihood of continued app usage [28,29].
Fourth, technological service innovation, or service innovativeness, is vital in enhancing a firm’s competitiveness, as well as that of individuals and organizations. This concept spans various academic disciplines and is defined by numerous scholars. Rogers [30] underscores the characteristics of innovation that impact its adoption rate, such as its perceived alignment with potential adopters’ existing values, past experiences, and needs. Some innovations may be considered personal traits, leading innovative consumers to be more open to adopting new technologies or services, even in uncertain situations, and doing so earlier than other consumers [31,32]. Other studies emphasize that technological service innovation refers to the extent to which the technology (integrated in the super-app) outperforms existing technology and offers a competitive advantage, rather than focusing on individual traits [33]. For instance, Tian et al. [34] found that the technological service innovation of travel apps—facilitating booking of accommodations, flights, transportation, and local entertainment—positively impacts customer evaluations.
In summary, understanding the characteristics of a banking super-app, including interactivity, service diversity, process completeness, and technological service innovation, can offer insights into its success. Each of these characteristics provides value to users, whether through engaging interactions, a wide array of services, a seamless user experience, or cutting-edge technological advancements. Super-apps leverage these features to create a comprehensive, user-friendly platform that surpasses traditional multi-app environments, thereby revolutionizing the way users interact with digital services.

2.3. Integrated IS Success Model of the Banking Super-App

Clarifying the relationship between a product’s or service’s attributes and a user’s behavioral intention often requires the consideration of perceived value [35]. Emphasizing a product’s or service’s economic viability, perceived value is defined as the quality or feature that an individual pays for and receives [36]. This concept of perceived value is incorporated into widely used research models such as the technology acceptance model (TAM) and the extended technology acceptance model (ETAM), which explore user acceptance and perception of innovative technologies. These models have found application in various mobile-related fields, including payment, shopping, and banking [37,38,39]. They identify ‘perceived usefulness’ and ‘perceived ease of use’ as two critical factors influencing users’ intentions to use specific information technology [7,40].
Perceived usefulness refers to the belief that a new technology or system will enhance one’s capabilities and be more time and cost-efficient than the current one [7]. Defined by Davis [40] as a user’s assumption that a product or service will benefit their work, it relates to productivity and efficiency. Perceived usefulness represents the degree to which a product or service is considered superior to its predecessors. In the mobile service field, social impact, innovativeness, and perceived benefits positively influence both perceived usefulness and perceived ease of use [7]. These effects, in turn, shape the behavioral intention toward advanced mobile services.
Perceived ease of use is an assessment of how easy a product or service is to use [7]. TAM also presents perceived ease of use as a vital factor in shaping a user’s attitude, similar to perceived usefulness [40]. In a study examining the influence of perceived usefulness, perceived ease of use, and perceived enjoyment of tourist apps on usage intention, Jeong [41] found that understanding simplicity and the minimal effort required for perceived ease of use significantly impact the intention to use. Elhajjar and Ouaida [42] also demonstrated that factors such as resistance to change, digital literacy, perceived risk, perceived ease of use, and perceived usefulness affect users’ attitudes toward adopting mobile banking.
Wixom and Todd [43] suggest that, to accurately understand user acceptance intentions for new technologies, factors like system, information, and service quality must be considered. They proposed an integrated IS success model by combining TAM and the IS success model. Subsequent research confirmed that various quality characteristics in the IS success model significantly affect perceived usefulness and perceived ease of use across different fields [44,45]. Therefore, this study applies the integrated IS success model to banking super-apps to construct a research model.

3. Hypotheses

Building on prior research, this study delves deeper into the relationship between four core characteristics of banking super-apps—interactivity, service diversity, process completeness, and technological service innovation—and their perceived usefulness and ease of use. We conceptualize interactivity as the degree to which users can engage with the app interface and receive immediate feedback, illustrated by WeChat’s red packet feature, which animates and confirms digital money transfers in real time. Service diversity denotes the breadth of services provided within a single platform, as demonstrated by Grab’s integration of ride-hailing, food delivery, grocery shopping, digital payments, and insurance. Process completeness captures the seamless execution of multiple tasks without switching apps, exemplified by Gojek’s workflow that allows users to book a ride, order food, and complete payment in one continuous session. Finally, technological service innovation reflects the extent to which the super-app’s integrated technologies outperform standalone solutions and deliver competitive advantage, as seen in Korea’s Toss app, which combines AI-driven expense tracking, credit scoring, and personalized investment advice into a unified interface.

3.1. System Quality

System quality, in the context of mobile banking, encompasses aspects such as access speed and user-friendliness [46]. The inherent limitations of mobile devices, such as small screens and cumbersome input methods, can make information retrieval challenging for users. Consequently, an intuitive interface and features offering a diverse range of services and promoting interactive connections between users and the app are crucial for a seamless mobile banking super-app experience. Vance et al. [47] found that system quality affects user satisfaction and perceived usefulness in mobile commerce technologies. Previous research has also explored the continued usage intention of mobile apps. For instance, Lee and Kim [48] found that user, system, and social-related factors like innovativeness and interactivity positively influence perceived usefulness. Gupta et al. [49] demonstrated that the system quality of an informational mobile app positively impacts perceived usefulness and perceived ease of use. As a result, inferior system quality may reduce user expectations of achieving favorable outcomes in the future. For example, if users frequently encounter limited service diversity or interactivity, they may not utilize the mobile banking super-app fully, leading to a decreased intention to use [50]. Based on these findings, we propose the following hypotheses:
H1. 
Interactivity of a mobile banking super-app has a positive effect on perceived usefulness.
H2. 
Interactivity of a mobile banking super-app has a positive effect on perceived ease of use.
H3. 
Service diversity of a mobile banking super-app has a positive effect on perceived usefulness.
H4. 
Service diversity of a mobile banking super-app has a positive effect on perceived ease of use.

3.2. Information Quality

Information quality encompasses the accuracy, immediacy, and comprehensiveness of the information provided by the system [14]. High information quality ensures that users receive correct and timely data—such as up-to-date account balances, clear transaction confirmations, and comprehensive investment summaries—directly within the app. This reliability of information also facilitates process completeness, or the ease with which users can access and navigate multiple services to complete their intended tasks seamlessly. For example, when a user sees a real-time balance update and immediately proceeds to transfer funds, the combination of accurate information and smooth service access builds trust and supports efficient task completion. Numerous studies have shown that superior information quality and strong process completeness together enhance perceived usefulness and perceived ease of use, thereby increasing users’ intention to continue using the app [51,52,53]. In the context of a mobile banking super-app, process completeness takes on heightened importance due to the diversity of tasks that can be executed. Consequently, we propose the following hypotheses:
H5. 
Process completeness of a mobile banking super-app has a positive effect on perceived usefulness.
H6. 
Process completeness of a mobile banking super-app has a positive effect on perceived ease of use.

3.3. Service Quality

Service quality encapsulates users’ expectations versus actual service performance, determining the total utility they receive [13]. In the context of mobile banking super-apps, a central dimension of service quality is technological service innovation, defined as the extent to which the app’s integrated technologies outperform existing standalone solutions and deliver competitive advantage [33]. By embedding advanced features—such as AI-driven expense tracking, real-time credit-scoring algorithms, and personalized investment recommendations—super-apps significantly enhance user utility and foster positive beliefs about the service [54]. Moreover, users’ expectations of these technological advancements can amplify their perceptions of usefulness and ease of use [55]. Gupta et al. [49] further confirm that higher service quality, driven by technological innovativeness, has a significant positive effect on perceived usefulness, perceived ease of use, and continued engagement with mobile banking services. Consequently, we propose the following hypotheses:
H7. 
Technological service innovation of a mobile banking super-app has a positive effect on perceived usefulness.
H8. 
Technological service innovation of a mobile banking super-app has a positive effect on perceived ease of use.

3.4. Perceived Usefulness, Perceived Ease of Use, and Intention to Use

The TAM underscores perceived ease of use and perceived usefulness as variables that influence the adoption of information technology [7,40]. Users will deem technology valuable and choose to utilize it if the outcomes attained through its use are significant. However, even when the technology is seen as useful, it may not be adopted if its operation is difficult and obtaining results requires substantial effort. In other words, if the technology is hard to use and the benefits gained are negligible, it will be perceived as less useful, diminishing the intention to use the technology. Therefore, we can conclude that perceived ease of use and perceived usefulness influence the intention to use. Specifically, in the context of mobile banking super-apps, which offer a broad range of services accessible anytime and anywhere, users are likely to perceive the app as useful and convenient, leading to continued usage. Thus, we put forth the following hypotheses:
H9. 
Perceived ease of use of a mobile banking super-app has a positive effect on perceived usefulness.
H10. 
Perceived usefulness of a mobile banking super-app has a positive effect on intention to use.
H11. 
Perceived ease of use of a mobile banking super-app has a positive effect on intention to use.

3.5. Degree of Super-App Service Integration

Super-apps strive to simplify users’ lives by combining a variety of features and functionalities within a singular, unified interface. However, the spectrum of features and functionalities offered can differ significantly across apps, and users’ expectations vary correspondingly. For instance, Rappi, initially recognized for its food delivery service, has morphed into a super-app by adding services such as supermarkets, pharmacies, and even travel-related services. Careem, a prominent super-app with 48 million users, originated as a ride-sharing platform and now encompasses food delivery services [56]. As a range of services are amalgamated into super-apps, we classify the degree of integration into three levels.
At the basic level, mobile banking super-apps aggregate multiple core services—transfers, deposits, loans, insurance, and pensions—into a single unified interface. This multi-service integration differentiates them from single-purpose banking apps and validates their classification as super-apps, even when they offer only foundational financial functions like fintech apps. Intermediate-level mobile banking super-apps extend their offerings beyond the fundamental tier by including additional services such as stock investments, funds, and personalized asset management. These apps deliver a more inclusive range of features, catering to a wider spectrum of user needs. Advanced integration super-apps offer an extensive suite of services, aspiring to fulfill all user requirements within a single platform. Although these apps extend beyond core banking functions by integrating non-financial services such as e-commerce, entertainment, and travel, they remain banking super-apps because of their foundational identity and primary value proposition center on financial products and services. This layered integration delivers a true one-stop solution for users without detracting from the app’s financial core.
It is crucial to recognize that our proposed hypotheses might vary based on users’ expectations of the service integration stage. As such, our findings can provide valuable insights and implications for the development and management of bank super-apps that account for users’ expectations regarding the seamless integration of diverse banking services. Figure 1 illustrates our research model.

4. Methods

To test our hypotheses, we administer an online survey targeting Korean nationals aged 20 to 60 with prior experience using mobile banking applications. To support participants’ understanding of the mobile banking super-app concept, the questionnaire presents illustrative examples. The questionnaire also includes items measuring actual usage patterns and subjective perceptions. Participants are asked to indicate the mobile banking app they most frequently use, their primary bank, and the app they personally consider a super-app. This allows us to distinguish between their real-life usage and their expectations regarding super-app characteristics. Again, although this study probes expectations and usage intentions for mobile banking super-apps rather than actual super-app usage, we target mobile banking app users so that all respondents would be familiar with essential banking functions and capable of meaningfully evaluating future integration of additional services.
To ensure that survey participants clearly understand the questionnaire items as intended, we conduct a pilot test with 10 individuals before the official data collection. Based on their feedback, ambiguous or confusing survey items are revised to improve clarity and readability. That is, the survey encompasses questions about demographic information, items related to our hypotheses, and a question concerning the participants’ perception of the degree of integration in mobile banking super-apps: “What level of service integration do you expect from a single mobile banking app?”
We commission Embrain, one of Korea’s largest and most reputable online survey companies, to administer the questionnaire. Embrain manages a panel of over 1.5 million verified members and ensures identity authentication to prevent fraudulent or duplicate responses. All responses are collected anonymously via an online platform, and no personally identifiable information is recorded. At the beginning of the survey, participants confirm their understanding of the study’s academic purpose and voluntarily consent to provide anonymous responses for research use. They are also informed that they can withdraw from the survey at any time without penalty.
As a result, we collect a total of 311 responses, all of which we use for analysis. Participants report an average familiarity rating of 4.5 out of 5.0 when asked about their comfort with mobile banking apps. When identifying the app they most frequently use and their primary bank, respondents most often name Internet banks, followed by commercial banks and regional banks. When asked which app they personally consider a banking super-app, the ranking is Internet banks first, then commercial banks, and finally regional banks. The sample includes 49.2% males and 50.8% females, with 19.6% in their 20s, 19.9% in their 30s, 19.9% in their 40s, 19.6% in their 50s, and 20.9% in their 60s. Consequently, biases due to gender and age differences can be disregarded. Regarding the perceived levels of mobile banking super-app integration, 36.7% view it at the basic level, 44.1% at the intermediate level, and 19.3% at the advanced level. This suggests that awareness of mobile banking super-apps, which include non-financial fields, remains comparatively low. The main demographic information about the respondents is detailed in Table 1.
All constructs in this study are adapted from previous research, including the TAM, the IS success model, and the integrated IS success model [7,34,40,44,45,57,58]. These constructs are tailored to fit the context of mobile banking super-apps. For an extensive list of constructs and questionnaire items, please refer to Appendix A. All items are measured using a 7-point Likert scale.

5. Results

5.1. Measurement Model

Partial least squares (PLS) is utilized for data analysis in our study. This structural equation modeling technique allows for the simultaneous assessment of theoretical construct reliability and validity while estimating and verifying the relationships between proposed constructs. We use SmartPLS to analyze the data and fit our research model. To evaluate the measurement model, we inspect its reliability and construct validity. Table 2 presents the values for factor loading, composite reliability (CR), average variance extracted (AVE), and Cronbach’s α. To ensure reliability, Cronbach’s α and CR values should be above 0.7 [59]. Factor loading values above 0.6 and AVE values above 0.5 suggest convergent validity [60], thus confirming the convergent validity of our model.
For discriminant validity, the correlation coefficient must be less than 0.85, and the square root of the AVE for each construct should exceed the correlation coefficient between the other constructs [60]. Table 3 illustrates that all these conditions are fulfilled, confirming that our measurement model meets both reliability and construct validity requirements.
Additionally, to assess multicollinearity, the variance inflation factor (VIF) is recommended. Ideally, VIF values should be below 10 [61]. In this study, VIF values range from 1.96 to 4.00, indicating no concerns about multicollinearity.

5.2. Structural Model

We employ the bootstrapping method with 1000 resamples to calculate the t-statistics and test the significance of the hypotheses within the structural model. Figure 2 shows that interactivity significantly influences perceived ease of use, but not perceived usefulness. As such, H2 is supported, while H1 is not. As predicted, service diversity and process completeness significantly impact both perceived usefulness and perceived ease of use, thereby supporting H3, H4, H5, and H6. Technological service innovation significantly influences perceived ease of use, but not perceived usefulness, meaning that H8 is supported while H7 is not. All hypotheses linking perceived usefulness, perceived ease of use, and intention to use are significant, thus supporting H9, H10, and H11.
To examine variations in path analysis depending on the degree of mobile banking super-app service integration, we analyze the research model by dividing the sample based on integration levels: basic, intermediate, and advanced. All results are presented in Table 4.
For the basic integration level, interactivity does not significantly affect either perceived usefulness or perceived ease of use, meaning H1 and H2 are not supported. Service diversity significantly influences perceived usefulness but not perceived ease of use, thus supporting H3 but not H4. As expected, process completeness significantly affects both perceived usefulness and perceived ease of use. However, technological service innovation does not significantly impact either, leading us to conclude that H5 and H6 are supported, while H7 and H8 are not. As with the overall research model, hypotheses related to TAM (i.e., H9, H10, H11) are supported.
For the intermediate integration level, all hypotheses are supported except for H1, H2, and H7. This indicates that interactivity does not significantly affect perceived usefulness or perceived ease of use, and technological service innovation does not significantly impact perceived usefulness.
For the advanced integration level, interactivity significantly affects perceived ease of use, consistent with the overall model. Service diversity positively influences perceived usefulness, and technological service innovation positively impacts perceived ease of use, thus supporting H2, H3, and H8. All paths between perceived usefulness, perceived ease of use, and intention to use are significant, thereby supporting H9, H10, and H11.
Table 5 provides a concise summary of hypothesis support for the overall model as well as for each service integration level.

6. Discussion

Our findings indicate that interactivity does not significantly affect perceived usefulness but has a notable influence on perceived ease of use at the advanced level. As mobile banking super-app services at the basic and intermediate levels are constrained to financial services, there may not be a substantial discrepancy in terms of usefulness and ease of use compared with existing mobile banking apps, considering the interactivity experienced by customers. However, at the advanced level, where services extend beyond financial services, it becomes crucial to enhance seamless interactivity and make it more user-friendly. Furthermore, Wünderlich et al. [62] determined that to foster user acceptance, it is more effective to boost interactivity by concentrating on establishing trust mechanisms with service providers rather than emphasizing the technological functions. Therefore, the technological aspect of interactivity does not significantly influence customers’ perceived usefulness.
Service diversity does not significantly affect perceived ease of use at the basic and advanced levels. Limited service variety (i.e., at the basic level) can curb customers’ intention to use the service, as it prevents them from fully exploiting the mobile banking super-app [50]. Since advanced-level services encompass various fields, customers may also encounter difficulties using these services. Kumari et al. [63] also found that the perceived attractiveness of a product exhibits an inverted U-shape as the ‘menu-size’ that customers have to choose from expands. Our findings, where perceived usefulness factors are significant as the services provided by the super-app increase, but perceived ease of use is only significant at the intermediate level, resonate with Kumari et al.’s [63] results. Within the context of super-apps, the inverted U-shape effect associated with service diversity will be an interesting area for future research.
Process completeness does not significantly influence perceived usefulness and perceived ease of use at the advanced level. While process completeness refers to the capacity to efficiently accomplish various tasks [25], customers at the advanced level might struggle to experience this effect, as services from multiple fields are incorporated within a single app. Considering that globally successful super-apps such as Rappi and Careem primarily concentrate on the delivery industry [56], there may be a need for further expansion and development of process completeness within super-apps.
Technological service innovation in mobile banking super-apps does not significantly influence perceived usefulness. According to Alsabawy et al. [64], who investigated various factors affecting perceived usefulness in e-learning systems, service quality, which encompasses technological service innovation, does not directly influence perceived usefulness. Instead, service quality acts as a mediating factor when system quality and information quality impact perceived usefulness. Hence, technological service innovation alone is not enough to lead customers to perceive usefulness. Additionally, technological service innovation does not significantly influence perceived ease of use at the basic level. This suggests that it may be difficult for users to experience the impact of technological innovation at the basic level, where only a limited range of services is provided.

7. Conclusions

This study examines the quality factors influencing the intention to use mobile banking super-apps, drawing from the integrated IS success model. In the process, we categorize super-app services into three integration levels—basic, intermediate, and advanced—and validate the model for each level and the overall sample.
Our research provides several implications for academics and businesses alike. First, concerning service diversity, usefulness was found to have a positive effect across all groups. This indicates that users perceive a suitable level of service diversity as increasing the usefulness of a banking app. Therefore, banks should consider expanding the role of their apps. However, in terms of perceived ease of use, it only showed a significant effect for the group that prefers an intermediate level of integration. Even the group that prefers a high level of integration perceived that the provision of excessive services disrupts usability. While offering various services beyond basic banking functions can enhance user convenience, it may negatively impact overall app usability if these additional services are provided in an unsystematic manner.
Second, in terms of process completeness, it had a significant effect only on the group that prefers an intermediate level of integration. For the groups preferring high or low levels of integration, process completeness did not significantly impact perceived usefulness and perceived ease of use. It has been confirmed that the group preferring a high degree of integration does not expect the app to complete all processes and is willing to accommodate additional processes for some services beyond basic banking functions, such as delivery and insurance services. Therefore, when developing a banking app, it may be beneficial to redefine the app usage process based on users’ combined preferences.
In this study, technological service innovation refers to the innovation perceived by users as banking apps expand into various areas beyond traditional financial services. The results showed that users who want a high level of app integration positively evaluate the perceived usefulness and perceived ease of use of the app as their perception of the app’s innovativeness increases. On the contrary, its positive effect diminishes for groups that prefer low-level app integration. In summary, it has been confirmed that users who want a low level of app integration value completeness but also desire a certain level of diversity. It has been confirmed that interaction and innovation affect perceived ease of use rather than process completeness for users who want a high level of app integration. These results are expected to serve as foundational data when considering the level of service provision in future banking apps.
Furthermore, our core constructs can be mapped onto ISO’s usability dimensions [65]: perceived usefulness aligns with effectiveness, perceived ease of use and process completeness correspond to efficiency, and interactivity together with technological service innovation drives satisfaction. This alignment suggests that a future super-app design should not only optimize usefulness, ease, and innovation but also explicitly consider effectiveness, efficiency, and user satisfaction as defined by ISO, thereby enhancing overall user experience.
Despite its implications for understanding the mobile banking super-app service, this study also has several limitations. Like other online survey-based studies, there may be a response bias in our measurements. The user groups who already use the Internet are likely to be more active and less resistant than those who do not. Future research may aim to gather responses from offline users as well. Additionally, this research is conducted within a single nation. We acknowledge that mobile banking super-app adoption may vary across countries, influenced by differences in digital infrastructure, consumer behavior, and regulatory environments. As a result, the implications of our findings may differ depending on the national context. Nevertheless, the fundamental processes and constructs can also be applied to other countries; generalizing our results to other countries may be challenging. Lastly, our findings could be more insightful if more data about users’ actual financial status were included.

Author Contributions

All four authors contributed to the completion of the research. S.H. and M.H.R. contributed to the conceptualization and design of the study. D.K. developed the methodology and wrote the revised manuscript. Y.J. and M.H.R. wrote the original draft of the manuscript. M.H.R. supervised the project. All authors have read and agreed to the published version of the manuscript.

Funding

This work was supported by the research fund of Dong-A University.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Not applicable.

Data Availability Statement

Data are contained within the article.

Conflicts of Interest

The authors declare no conflicts of interest.

Appendix A

Table A1. Measurement items of research constructs.
Table A1. Measurement items of research constructs.
ConstructMeasurement ItemsReferences
InteractivityINT1: Mobile banking super-app allows me to quickly resolve issues.
INT2: Mobile banking super-app promptly responds to my requests.
INT3: Mobile banking super-app perfectly meets my requirements.
INT4: Mobile banking super-app quickly rectifies problems, ensuring they do not recur.		 [35,43]
Service DiversitySD1: Mobile banking super-app offers a wide array of services.
SD2: Mobile banking super-app caters to diverse consumer needs through various services.
SD3: Mobile banking super-app features an extensive and diverse range of services.
SD4: Mobile banking super-app contains a variety of informational content.		 [35,43]
Process CompletenessPC1: I can complete tasks on my phone using the mobile banking super-app.
PC2: Mobile banking super-app supports most of my mobile work processes.
PC3: Mobile banking super-app streamlines my mobile tasks compared with traditional mobile banking services.
PC4: The overall process of the mobile banking super-app is smooth, from finding financial products or services to signing up and canceling them.
PC5: I believe there is a strong connection between the various services offered by the mobile banking super-app.		 [31,43]
Technological Service InnovationTSI1: Mobile banking super-app, which consolidates multiple services into one app, utilizes advanced screen design technologies.
TSI2: Mobile banking super-app technology that suggests tailored financial products and searches across numerous industries holds new value.
TSI3: The process of comparing and subscribing to financial products in mobile banking super-apps is technologically superior to that of general apps.
TSI4: AI-powered technologies of the mobile banking super-app are impressive.
TSI5: Mobile banking super-app, which integrates financial services, insurance premium inquiries, delivery, and ticket reservations, is innovative.		 [43,58]
Perceived UsefulnessPU1: Mobile banking super-apps are generally more useful than apps offering only basic financial services.
PU2: Mobile banking super-app accelerates the completion of my mobile tasks.
PU3: Using the mobile banking super-app enhances the efficiency of my mobile work.
PU4: Mobile banking super-app is worth using.		 [10,51,60]
Perceived Ease of UsePEOU1: Mobile banking super-app offers a clear and simple service interface.
PEOU2: Mobile banking bank super-app is user-friendly.
PEOU3: Mobile banking bank super-app’s screen design is easy to navigate.
PEOU4: Mobile banking bank super-app makes finding desired services effortless.
PEOU5: Using services in various fields, such as finance, delivery, reservations, and search, is simple and straightforward with the mobile banking super-app.		 [10,51,60]
Intention to UseITU1: I intend to continue using the mobile banking super-app.
ITU2: I plan to use the mobile banking super-app in the future.
ITU3: I will prioritize the mobile banking super-app over other apps.
ITU4: My life would be inconvenient without the mobile banking super-app.
ITU5: I will recommend the mobile banking super-app to others.
ITU6: I will speak positively about the mobile banking super-app to others.		 [10,51,60]
Pre- and Post-survey QuestionsQ1: Are you familiar with using mobile banking apps?
Q2: Which mobile banking app do you use most frequently?
Q3: What is your primary bank?
Q4: Which mobile banking app do you personally consider a banking super-app?
Q5: What level of service integration do you expect from a single mobile banking app?		-

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Jtaer 20 00143 g001
Figure 1. Research model.
Figure 1. Research model.
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Figure 2. Results of the research model.
Figure 2. Results of the research model.
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Table 1. Demographic information and perceived levels of mobile banking super-app integration.
Table 1. Demographic information and perceived levels of mobile banking super-app integration.
MeasureItemFrequencyPercent
GenderMale15349.196%
Female15850.804%
Age20–29 years old6119.614%
30–39 years old6219.936%
40–49 years old6219.936%
50–59 years old6119.614%
60–69 years old6520.900%
EducationHigh school5216.720%
College/university22171.061%
Graduate school3812.219%
Perceived levels of mobile banking super-app integrationBasic11436.656%
Intermediate13744.051%
Advanced6019.293%
Total 311100%
Table 2. Measurement model statistics.
Table 2. Measurement model statistics.
ConstructItemFactor LoadingCRAVECronbach’s α
InteractivityINT10.8710.9590.7950.948
INT20.867
INT30.902
INT40.841
Service DiversitySD10.8910.9420.8030.918
SD20.901
SD30.909
SD40.883
Process CompletenessPC10.8790.9440.7730.926
PC20.863
PC30.895
PC40.871
PC50.887
Technological Service InnovationTSI10.7790.9000.6420.861
TSI20.797
TSI30.841
TSI40.800
TSI50.786
Perceived UsefulnessPU10.8850.9450.8100.922
PU20.896
PU30.922
PU40.896
Perceived Ease of UsePEOU10.9080.9500.7910.934
PEOU20.898
PEOU30.912
PEOU40.888
PEOU50.839
Intention to UseITU10.9090.9590.7950.948
ITU20.894
ITU30.893
ITU40.829
ITU50.891
ITU60.930
Table 3. Correlation matrix.
Table 3. Correlation matrix.
INTSDPCTSIPUPEOUITU
INT0.871
SD0.5670.896
PC0.7170.7660.879
TSI0.5880.6180.6560.801
PU0.5960.7940.7950.6300.900
PEOU0.6450.7130.7780.6650.7630.889
ITU0.5890.6790.7740.6360.8350.8040.891
Note: The diagonal numbers represent the square root of the AVE.
Table 4. Results of the path analysis.
Table 4. Results of the path analysis.
PathOverallBasicIntermediateAdvanced
INT → PU (H1)−0.015−0.1270.066−0.052
INT → PEOU (H2)0.122 *0.1040.0230.340 *
SD → PU (H3)0.365 ***0.481 ***0.260 **0.572 ***
SD → PEOU (H4)0.222 ***0.1750.298 **−0.028
PC → PU (H5)0.303 **0.294 **0.351 *−0.103
PC → PEOU (H6)0.389 ***0.538 ***0.362 **0.317
TSI → PU (H7)0.0540.100−0.0450.205
TSI → PEOU (H8)0.201 ***0.1100.247 **0.306 *
PEOU → PU (H9)0.241 ***0.219 *0.287 **0.316 **
PU → ITU (H10)0.531 ***0.387 ***0.579 ***0.643 ***
PEOU → ITU (H11)0.398 ***0.546 ***0.331 ***0.304 ***
Note: *** p < 0.001, ** p < 0.01, * p < 0.05.
Table 5. Summary of hypotheses and support.
Table 5. Summary of hypotheses and support.
HypothesisOverallBasicIntermediateAdvanced
H1: Interactivity has a positive effect on perceived usefulness.RejectRejectRejectReject
H2: Interactivity has a positive effect on perceived ease of use.AcceptRejectRejectAccept
H3: Service diversity has a positive effect on perceived usefulness.AcceptAcceptAcceptAccept
H4: Service diversity has a positive effect on perceived ease of use.AcceptRejectAcceptReject
H5: Process completeness has a positive effect on perceived usefulness.AcceptAcceptAcceptReject
H6: Process completeness has a positive effect on perceived ease of use.AcceptAcceptAcceptReject
H7: Technological service innovation has a positive effect on perceived usefulness.RejectRejectRejectReject
H8: Technological service innovation has a positive effect on perceived ease of use.AcceptRejectAcceptAccept
H9: Perceived ease of use has a positive effect on perceived usefulness.AcceptAcceptAcceptAccept
H10: Perceived usefulness has a positive effect on intention to use.AcceptAcceptAcceptAccept
H11: Perceived ease of use has a positive effect on intention to use.AcceptAcceptAcceptAccept
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Kim, D.; Hong, S.; Je, Y.; Ryu, M.H. Drivers of Mobile Banking Super-App Adoption: Across Different Service Integration Levels. J. Theor. Appl. Electron. Commer. Res. 2025, 20, 143. https://doi.org/10.3390/jtaer20020143

AMA Style

Kim D, Hong S, Je Y, Ryu MH. Drivers of Mobile Banking Super-App Adoption: Across Different Service Integration Levels. Journal of Theoretical and Applied Electronic Commerce Research. 2025; 20(2):143. https://doi.org/10.3390/jtaer20020143

Chicago/Turabian Style

Kim, Dongyeon, Soongoo Hong, Youngmin Je, and Min Ho Ryu. 2025. "Drivers of Mobile Banking Super-App Adoption: Across Different Service Integration Levels" Journal of Theoretical and Applied Electronic Commerce Research 20, no. 2: 143. https://doi.org/10.3390/jtaer20020143

APA Style

Kim, D., Hong, S., Je, Y., & Ryu, M. H. (2025). Drivers of Mobile Banking Super-App Adoption: Across Different Service Integration Levels. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 143. https://doi.org/10.3390/jtaer20020143

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