The Influence of eWOM on the use of mobile banking

Abstract

This paper builds on research by [20] and examines the influence of eWOM on factors such as social norms, initial trust, perceived usefulness, ease of use, attitude and intention of using mobile banking in the territory of Serbia. The survey was conducted by online and offline questionnaires completed by 501 respondents. The analysis was performed using SPSS22 and AMOS22 tools, where structural equation model (SEM) was used to test the direct influence of eWOM on social networks on the attitudes and intentions of clients to use mobile banking services. In response to the problem, we found a set of factors that influence the attitude and intention of clients to use mobile banking, which managers can emphasize when creating a marketing strategy.

Ovaj rad se nadovezuje na istraživanje [20] i ispituje uticaj eWOM komunikacije na faktore kao što su socijalne norme, početno poverenje, uočena korisnost, jednostavnost upotrebe, stav i namera korišćenja mobilnog bankarstva na teritoriji Srbije. Anketa je sprovedena pomoću onlajn i oflajn upitnika koji je popunio 501 ispitanik. Analiza je izvršena pomoću alata SPSS22 i AMOS22, gde je model strukturne jednačine (SEM) korišćen za testiranje direktnog uticaja eWOM komunikacije na društvenim mrežama na stavove i namere klijenata da koriste usluge mobilnog bankarstva. Kao odgovor na problem pronašli smo skup faktora koji utiču na stav i nameru klijenata da koriste mobilno bankarstvo, što menadžeri mogu naglasiti prilikom kreiranja marketinške strategije.