EFFECTS OF CYBERNETIC AND SOCIO-PSYCHOLOGICAL APPROACHES OF COMMUNICATION IN DEVELOPING THE INTENTIONS TO USE MOBILE BANKING SERVICES

Abstract

The main motive of this study is to measure the effects of two different communications media, i.e., cybernetic and socio-psychological on the intention to use mobile banking services through a mediation process of perceived usefulness, as earlier readings advocate that there is indistinctness in the measurement of direct effects of these two communication approaches. This study employed a quantitative research approach. Data were obtained from three hundred and fifty respondents using convenience sampling. Statistical Package for the Social Sciences (SPSS) version 25.0 and Analysis of Moment Structure (AMOS) version 22.0 were used for the data analysis. In light of the results, accurate decisions on banking marketing strategies can be developed by adopting the appropriate communication approach that can speed up the customer’s decision to adopt mobile banking services. The study results can be applied to enhance the knowledge of the differentiated effects of two communication approaches on clients’ perceptions and intentions to adopt mobile banking services. The findings demonstrate that selecting a diffusion technique in the target market can produce remarkable results. This research is beneficial not only for the top management of banks but also for branch managers to decide on their approaches.