Word of Mouth impact on the adoption of mobile banking in Iran

Purpose: 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. Design/methodology/approach: Based on the consumer data collected through a survey, structural equations modeling and path analysis were employed to test the research model. Findings: 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. Research limitations/implications: The major limitations of the paper is that it studies only the Internet users and non-users are not considered. Originality/value: There are a number of factors efficiently on the adoption of mobile banking. Many researchers worked on the relationship between these parameters and their effect on each them. However, none have paid attention to the word of mouth impact of the adoption of mobile banking. In this study, for the first time, the word of mouth factor impact on the adoption of mobile banking in Iran is considered as the main contribution of the paper. (C) 2016 Elsevier Ltd. All rights reserved.