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.