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2021, vol. 69, br. 1-2, str. 95-104
Uticaj eWOM komunikacije na korišćenje mobilnog bankarstva
aICT College, Department of Banking and Business Informatics, Belgrade
bUniverzitet Singidunum, FEFA - Fakultet za ekonomiju, finansije i administraciju - FEFA, Beograd
cUniverzitet u Beogradu, Farmaceutski fakultet, Institut za fiziku i matematiku
dUniverzitet u Novom Sadu, Ekonomski fakultet, Subotica
Projekat:
Ministarstvo prosvete, nauke i tehnološkog razvoja Republike Srbije (institucija: Univerzitet u Beogradu, Institut za hemiju, tehnologiju i metalurgiju - IHTM) (MPNTR - 451-03-68/2020-14/200026)

Ključne reči: eWOM; mobilno bankarstvo; mobilne finansijske usluge; anketa; model strukturne jednačine
Sažetak
Ovaj rad se nadovezuje na istraživanje [20] i ispituje uticaj eWOM komunikacije na faktore kao što su socijalne norme, početno poverenje, uočena korisnost, jednostavnost upotrebe, stav i namera korišćenja mobilnog bankarstva na teritoriji Srbije. Anketa je sprovedena pomoću onlajn i oflajn upitnika koji je popunio 501 ispitanik. Analiza je izvršena pomoću alata SPSS22 i AMOS22, gde je model strukturne jednačine (SEM) korišćen za testiranje direktnog uticaja eWOM komunikacije na društvenim mrežama na stavove i namere klijenata da koriste usluge mobilnog bankarstva. Kao odgovor na problem pronašli smo skup faktora koji utiču na stav i nameru klijenata da koriste mobilno bankarstvo, što menadžeri mogu naglasiti prilikom kreiranja marketinške strategije.
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O članku

jezik rada: engleski
vrsta rada: prethodno saopštenje
DOI: 10.5937/EKOPRE2102095P
primljen: 18.11.2020.
objavljen u SCIndeksu: 25.05.2021.