Amit Shankara, Charles Jebarajakirthyb, Md Ashaduzzamanb, (2020), How do electronic word of mouth practices contribute to mobile banking adoption ? Journal of Retailing and Consumer Services.
Mot clefs : Mobile banking ;Electronic ; word of mouth ; Elaboration likelihood model ; Moderated mediation ;Initial trust.
Amit Shankara, Charles Jebarajakirthyb et Md Ashaduzzamanb demontrent l’importance du “electronic word-of-mouth” soit l’équivalent du « bouche à oreille électronique » dans le secteur du commerce en ligne. Ce processus fait référence à une recommandation orale ou écrite d’un client satisfait à d’autres clients potentiels.Le secteur du service bancaire mobile est mis en avant dans cette étude, du fait que nous sommes dans un ère ou le service en ligne connait un croissance d’autant plus accrue ces dernières années, mais il est aussi un des modèles les plus rentable.
Développement :
L’objectif principal de cette étude est d’analyser le mécanisme de médiation pour améliorer le comportement d’adoption de la banque mobile. Bien que l’influence des déclencheurs eWOM sur l’intention d’achat ou d’adoption ait été étudiée dans le contexte d’autres produits ou services, la littérature ne montre pas comment les déclencheurs eWOM positifs affectent l’intention d’adoption par l’achat ou l’adoption. L’ensemble des données analysées est basé sur un total de 1153 enquêtes. Ce type d’échange d’informations de personne à personne affecte la prise de décision des consommateurs et met en lumière l’importance de la stratégie marketing pour motiver les individus à avoir confiance et à se fidéliser à ces services en ligne. En effet, le WOM a un meilleur impact sur les ventes de produits et la crédibilité des services car il est personnel et authentique, et fourni par les personnes qui ont utilisé le produit ou le service.
En ce sens, avec l’avènement d’Internet, le bouche à oreille est devenu un sujet considérable ces dernières années. Les principes de base comme la qualité du service induite par une facilité de gestion de ses activités financières en ligne, sans contraintes de temps et de lieu notamment, le prix, la sécurité et la confiance (facteurs techniques principaux), la cohérence sont considérés comme des variables ayant une relation directe les unes entre elles, qui déclenchent le WOM.
Conclusion :
Les résultats ont montré que parmi les déclencheurs eWOM, les arguments de qualité, de puissance et de cohérence augmentent considérablement la volonté d’adopter la banque mobile en ligne. La confiance initiale sert d’intermédiaire entre ces déclencheurs eWOM et l’intention d’adopter les services bancaires mobiles.
Cette étude fournit des suggestions aux banques sur la manière d’utiliser l’eWOM actif pour motiver les consommateurs à adopter les services bancaires mobiles.
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