El efecto de la publicidad de boca en boca en la aceptación de la banca móvil para los clientes de las sucursales de Maskan Bank en Teherán.
Resumen
El objetivo de este documento es determinar el efecto de la publicidad boca a boca en la aceptación de la banca móvil para los clientes de las sucursales de Maskan Bank en Teherán. La metodología se aplica en términos de meta, y encuesta descriptiva en términos de naturaleza. Los resultados indicaron que la utilidad de los servicios de banca móvil afectó la actitud en 0.205 y la intención de uso en 0.33, la facilidad de uso de los servicios de banca móvil afecta la utilidad de servicios en 0.47 y la actitud en 0.72 Las normas sociales afectaron la facilidad de utilizar servicios de banca móvil.
Citas
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