Investigating the effect of electronic recommendation stimuli on acceptance of banking along with initial trust

Subject Areas : Intelligent Multimedia Processing and Communication Systems (IMPCS)

Ebrahim  Zarepour Nasirabadi ¹ (Assistant Professor, Department of Business Management, Shahed University, Tehran, Iran)
alireza  youzbashi ² (Assistant Professor, Iranian University, Tehran, Iran)
mina  azarbayejani ³ (MSc, Iranian University, Tehran, Iran)
nahid  saravi moghadam ⁴ (Assistant Professor, Faculty of Management, Farvardin Institute of Higher Education, Qaemshahr, Iran)

Received: 2021-12-19 Accepted : 2022-10-12 Published : 2020-12-21

Keywords: mobile banking acceptance, initial trust, e-recommendation incentives, reasoning quality,

Abstract :

Introduction: In this study, the effect of electronic advisory stimulus (quality of reasoning, value, consistency, and volume) on the acceptance of mobile banking and initial trust among Parsian banks in Tehran was investigated. The present study uses a correlation method based on post-event observations and regression analysis of a kind of structural equation to predict the relationship through a set of independent and mediated changes.Method: The statistical population of the study includes Parsian Bank customers. To collect data, a questionnaire was designed among private banks the sampling method was a simple cluster random sampling and the number of samples was 506. The software used in this study was a laser. The results show that Parsian Bank's mobile banking acceptance increases value, compatibility, and engagement by strengthening the quality of argumentation of electronic recommendation stimuli, but the volume of comments does not affect mobile banking acceptance. Also, Parsian Bank's trust increases through increasing consumption, quality of argumentation of electronic recommendation stimuli, value, compatibility, and volume of comments. The quality of the rules of e-recommendation stimuli, initial trust, value, the volume of feedback, and compatibility also increase through consumption In this study, the effect of electronic advisory stimulus (quality of reasoning, value, consistency, and volume) on the acceptance of mobile banking and initial trusts among Parsian banks in Tehran was investigated. The present study uses a correlation method based on post-event observations and regression analysis of a kind of structural equation to predict the relationship through a set of independent and mediated changes. The statistical population of the study includes Parsian Bank customers. To collect data, a questionnaire was designed among private banks the sampling method was a simple cluster random sampling and the number of samples was 506. The software used in this study was a laser.Discussion: The results show that Parsian Bank's mobile banking acceptance increases value, compatibility, and engagement by strengthening the quality of argumentation of electronic recommendation stimuli, but the volume of comments does not affect mobile banking acceptance. Also, Parsian Bank's trust increases through increasing consumption, quality of argumentation of electronic recommendation stimuli, value, compatibility, and volume of comments. The quality of the rules of e-recommendation stimuli, initial trust, value, the volume of feedback, and compatibility also increase through consumption.

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