An exploratory examination of the willingness to adopt mobile banking services

Chiheb Eddine Inoubli () and Mourad Sallami ()

Edelweiss Applied Science and Technology, 2024, vol. 8, issue 6, 5780-5788

Abstract: The significance of digital marketing or mobile marketing is growing steadily as a potent strategy in service marketing. In this article, our focus is on unraveling the factors that shape an individual's inclination to engage with mobile banking. Drawing on the Technology Acceptance Model (TAM), we gathered 350 questionnaires from mobile banking service users in Tunisia. Our analysis reveals that perceived attitude, trust, and word-of-mouth play a constructive and notable role in influencing the intention to use mobile banking. Furthermore, perceived usefulness and ease of use exert an indirect impact on the intention to adopt mobile banking.

Keywords: Attitude; Digital marketing; Intention to use mobile banking services; Mobile banking; TAM. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://learning-gate.com/index.php/2576-8484/article/view/3248/1223 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ajp:edwast:v:8:y:2024:i:6:p:5780-5788:id:3248

Access Statistics for this article

More articles in Edelweiss Applied Science and Technology from Learning Gate
Bibliographic data for series maintained by Melissa Fernandes ().