<abstract xmlns="http://www.w3.org/1999/xhtml">

Purpose: This study is focused on researching the impact of WOM on the acceptance of mobile banking. This research offers insights into factors that affect the implementation of mobile banking applications.
Methodology: The research’s inclusion was based on relevancy, authenticity, and reliability of information extracted from publication journals, and exclusion was based on non-relevancy and lack of authentic research. For the analyzes, consumer data were collected through a survey, and structural equations modelling, and path analysis were employed to test the research model.
Findings: The findings showed that WOM was the critical factor influencing consumer perceptions towards mobile banking. WOM also positively affects other factors impacting mobile banking acceptance, such as Ease of use, Perceived usefulness, Social Norms, Trust, Attitude, and intention.
Limitations: The most significant limitation of this study is that it only concentrates on internet users. Non-users are not considered.
Value: Many researchers studied the number of effects on mobile banking, but this work’s uniqueness is that this paper focuses on WOM impact on mobile banking adoption. Its impact factor is considered the main contribution of this research.
</abstract>

Purpose: This study is focused on researching the impact of WOM on the acceptance of mobile banking. This research offers insights into factors that affect the implementation of mobile banking applications.
Methodology: The research’s inclusion was based on relevancy, authenticity, and reliability of information extracted from publication journals, and exclusion was based on non-relevancy and lack of authentic research. For the analyzes, consumer data were collected through a survey, and structural equations modelling, and path analysis were employed to test the research model.
Findings: The findings showed that WOM was the critical factor influencing consumer perceptions towards mobile banking. WOM also positively affects other factors impacting mobile banking acceptance, such as Ease of use, Perceived usefulness, Social Norms, Trust, Attitude, and intention.
Limitations: The most significant limitation of this study is that it only concentrates on internet users. Non-users are not considered.
Value: Many researchers studied the number of effects on mobile banking, but this work’s uniqueness is that this paper focuses on WOM impact on mobile banking adoption. Its impact factor is considered the main contribution of this research.

The impact of WOM on the acceptance of mobile banking

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution 4.0 International License.

{"article-title":"The impact of WOM on the acceptance of mobile banking"}

Purpose: This study is focused on researching the impact of WOM on the acceptance of mobile banking. This research offers insights into factors that affect the...

The impact of WOM on the acceptance of mobile banking

Publié en ligne: 31 déc. 2021

Pages: 377 - 391

DOI: https://doi.org/10.2478/picbe-2021-0035

Mots clés
WOM, Mobile Banking, TAM, developing countries

© 2021 Giorgi Zarnadze et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

The impact of WOM on the acceptance of mobile banking

Publié en ligne: 31 déc. 2021

Pages: 377 - 391

DOI: https://doi.org/10.2478/picbe-2021-0035

Mots clésWOM, Mobile Banking, TAM, developing countries

© 2021 Giorgi Zarnadze et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Mots clés
WOM, Mobile Banking, TAM, developing countries