How do electronic word of mouth practices contribute to mobile banking adoption?

Shankar, Amit; Jebarajakirthy, Charles; Ashaduzzaman, Md.

doi:10.1016/j.jretconser.2019.101920

Cited by 179 publications

(184 citation statements)

References 99 publications

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“…This model is specifically indicated to study the intention to adopt specific technologies. Thus, the TAM applies models to study the acceptance and intention to use information system tools such as mobile commerce (e.g., Natarajan et al, 2018 ), m-banking (e.g., Mostafa, 2020 ; Shankar et al, 2020 ) and e-banking ( Yoon and Steege, 2013 ; Salimon et al, 2017 ; Yaseen and El Qirem, 2018 ; Ahmad et al, 2019 ), among others. The original TAM considers perceived usefulness and perceived ease of use has a significant role in the technology acceptance process ( Davis et al, 1989 ).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…Previous studies (e.g., Glavee-Geo et al, 2017 ; Singh and Srivastava, 2020 ) show that previous works have studied the factors that encourage the adoption of e-banking ( Mostafa, 2020 ). However, the adoption rate of e-banking is below the expectation and still in the adoption phase, even though e-banking services offer several outstanding services to users ( Shankar et al, 2020 ). Therefore, this study aims to develop an empirical model based on technology adoption, applied in e-banking to understand the behavior of the users.…”

Section: Introductionmentioning

confidence: 99%

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e-Banking Adoption: An Opportunity for Customer Value Co-creation

et al. 2021

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The development of information and communication technologies offers innovative opportunities to establish business strategies focused on customer value co-creation. This situation is especially notable in the banking industry. e-Banking activities can support competitive advantages. However, the adoption of e-banking is not yet well-established among consumers. In this sense, the technology acceptance model (TAM) is considered essential in studying consumer behavior applied to adopt a particular technology. According to the TAM model, this study analyses the factors which influence bank customers to adopt e-banking to facilitate their banking services and support the process of value co-creation. Consequently, the authors examine five main aspects of the technology adoption model to provide a broad understanding of bank customers’ consumption of e-banking. A partial least squares structural equation modeling (PLS-SEM) analysis is conducted to evaluate proposed relationships between factors and customers’ e-banking adoption.

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Section: Conceptual Frameworkmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

e-Banking Adoption: An Opportunity for Customer Value Co-creation

et al. 2021

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“…Owing to the rapid development of information technology and the internet, mobile banking (m-banking) has seen remarkable growth across the world, especially in the past few years (Laukkanen, 2016; Shankar et al, 2020). In fact, recently m-banking has emerged as being the most cost-effective channel for delivering bank services (Moser, 2015).…”

Section: Introductionmentioning

confidence: 99%

“…Moreover, this study has been performed in the Indian context, where extant research on m-banking is limited (Priya et al, 2018; Shankar et al, 2020). India is the second largest country in the world in terms of number of internet and smartphone users (The State of Broadband, 2016), and therefore has enormous potential for m-banking growth (Shankar and Kumari, 2016).…”

Section: Introductionmentioning

confidence: 99%

“…Due to longer working hours and dual-income households (Alreck and Settle, 2002), consumers do not prefer to spend time to use banking services (Shankar et al, 2020). At the same time, growing options to access banking services provides consumers with an opportunity to compare the different banking channels on the basis of time-saving criteria.…”

Section: Introductionmentioning

confidence: 99%

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Convenience Matter in Mobile Banking Adoption Intention?

Shankar

Rishi

2020

Australasian Marketing Journal

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136

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The purpose of this study is to explore how different dimensions of online convenience impact mobile banking (m-banking) adoption intention. The findings from 432 banking users show that access convenience, transaction convenience, and possession/post-possession convenience predict m-banking adoption intention, with the chief driver being the possession/post-possession convenience. Further, results suggest that the intention to adopt m-banking leads to m-banking adoption and usage. These findings offer unique insights to banks about how to make m-banking platforms more convenient for enhancing the pace of m-banking adoption intention and usage. This study also makes several contributions to the mobile commerce and online convenience literature.

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Gamification and neuromarketing: A unified approach for improving user experience

Behl

Jayawardena

Shankar

et al. 2023

J of Consumer Behaviour

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Neuroscience and its offshoot as neuromarketing have helped marketers understand neuroscientific aspects of customers while gamification has helped them understand the psyche of consumers. Despite neuromarketing's many potential benefits to businesses, little academic work has been done on the field so far. Most studies have examined consumer shifts during and after pandemics without analyzing them from two critical perspectives: neuroscientific theories and psychology theories. As the two streams of knowledge lean on each other, their interdependence in the field of e‐engagement needs exploration. The purpose of this study is to answer an important question – “How do marketers use gamification and neuromarketing to understand online engagement of consumers?”. We used a quantitative empirical research approach to assess the inter‐relationship between neuromarketing and gamification. The study collected data from digital marketing strategists of retail firms to propose a theoretical framework for self‐determination theory in successfully implementing new age technologies by plugging the cues of gamification and neuromarketing. The framework would be useful for retail firms to design digital marketing strategies for capturing the attention of consumers across different geographies. Findings indicated that, marketers are interested in neuromarketing for two main reasons: first, they think it can help them save money and improve their marketing plans, and second, they think that cutting‐edge research techniques such as brain imaging can help them get more accurate findings.

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How do electronic word of mouth practices contribute to mobile banking adoption?

Cited by 179 publications

References 99 publications

e-Banking Adoption: An Opportunity for Customer Value Co-creation

e-Banking Adoption: An Opportunity for Customer Value Co-creation

Convenience Matter in Mobile Banking Adoption Intention?

Gamification and neuromarketing: A unified approach for improving user experience

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