查看文章

The purpose of this paper is to explore word of mouth impact on the adoption of mobile banking in Iran. This study provides insights into factors affecting the adoption of mobile banking in Iran.

Based on the consumer data collected through a survey, structural equations modeling and path analysis were employed to test the research model.

The results revealed that “Word of Mouth” was found to be the main factor affecting users attitudes toward the use of mobile banking. “Word of Mouth” positive impact on other factors affecting the adoption of mobile banking was also approved.

The major limitations of the paper is that it studies only the Internet users and non-users are not considered.

There are a number of factors efficiently on the adoption of mobile banking. Many researchers worked on the relationship between these …