Survey study reveals drivers of mobile banking adoption and actual use in private bank customers, highlighting word-of-mouth communication as a key mediator.
Key Points
To examine the factors driving customer willingness to adopt mobile banking by extending the unified theory of acceptance and use of technology 2 (UTAUT2) framework.
Surveyed 396 customers of Iranian private banks who had prior experience using mobile banking services.
Analyzed structural relationships between extended UTAUT2 constructs, word-of-mouth communication, and actual usage using structural equation modeling.
Performance expectancy, effort expectancy, social influence, facilitating conditions, habit, hedonic motivation, perceived value, and trialability positively predicted mobile banking adoption intention.
Adoption intention exerted a significant positive effect on both word-of-mouth communication and actual use behavior.
Word-of-mouth communication significantly increased actual use behavior and acted as a mediator between adoption intention and actual use.