ABSTRACTImpact of satisfaction and trust on the continuous use of mobile banking: the moderating effect of perceived effectiveness of institutional mechanisms Xin, ChenDepartment of Business AdministrationThe Graduate School, Chonbuk National UniversityAcademic Advisor: Prof. Seung Woon, Kim, Ph. D. The rapid development of information, communication technologies and the fast spread of smartphones led to the use of mobile banking . However, there are still many customers who hesitate to use mobile banking due to various reasons including the lack of skills to utilize such advanced mobile devices. The hesitation customers to accept mobile banking is a main barrier for financial institutions to find an easy and user friendly strategy to expand the smartphone-based mobile banking . The issues faced by financial institutions need to be investigated and the factors affecting the customer`s continuous use of mobile banking should be found and make them easy, useful and user friendly. Recently, as the scale of mobile banking service market is continuously growing with increasing social importance. Therefore, the research related to mobile banking is very important. However, the literatures reviewed are mainly based on moderating effect of perceived effectiveness of institutional mechanisms on the e-commerce. But, there are few literatures on the impact of satisfaction and trust on the continuous use of mobile banking based on the moderating effect of perceived effectiveness of institutional mechanisms. In particular, the literature studies on mobile banking in China are still insufficient. This study is to investigate and add some factors of the satisfaction, trust and continuous use for mobile banking. In particular, to imply how the perceived institutional mechanisms to adjust the relationship between the satisfaction, trust and continuous use of mobile banking. It was referred that the existing research model and the technology acceptance model(TAM) surveyed of users of mobile banking in China to achieve the study objectives. The integrated research model is composed on the basis of the theoretical foundations of the mobile banking . From the previous studies and literature review, personal characteristics and social impact acts as independent variables and the satisfaction, trust and continuous use of mobile banking acts as dependent variables. For a control variable, the level of perceived institutional mechanisms is used as the moderating variable. According to the hypothesis test results, the convenience of mobile banking showed a positive effect on the customer’s satisfaction, both in the degree of trust and continuous use, and compatibility showed a positive effect on the customer’s satisfaction and continuous use. Moreover, social impact showed a positive effect on trust and self-efficacy appeared to be a positive effect on the degree of continuous use. In addition, it was found that the satisfaction has a positive effect on the trust and continuous use, and it was confirmed that trust has a positive effect on continuous use of mobile banking. We also found that the perceived institutional mechanism negatively moderates the relationship between trust and continuous use of the mobile banking; such that trust influences continuous use of the mobile banking less strongly when perceived institutional mechanism is higher. Finally, theoretical and practical implications of these findings and future research implications are discussed.Keywords: Mobile banking, social impact, personal characteristics, satisfaction, trust, continuous use, institutional mechanismsStudent ID Number: 201350809