The effect of word of mouth advertising on mobile banking acceptance for the customers of Maskan Bank branches in Tehran.

Abstract

The aim of this paper is to determine the effect of word of mouth advertising on mobile banking acceptance for the customers of Maskan Bank branches in Tehran. The methodology is applied in terms of goal and descriptive-survey in terms of nature. The results indicated that the usefulness of mobile banking services affected the attitude as 0.205 and the intention of use as 0.33, the ease of using mobile banking services affects the usefulness of such services as 0.47 and the attitude as 0.72, the social norms affected the ease of using mobile banking services.