Antecedents and Moderators of Promotion Messages for Trust in Mobile Banking Services: An Elaboration Likelihood Model Perspective
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DOI: 10.1080/10580530.2022.2086327
Abstract: ABSTRACT This paper applies a theory of persuasion using the elaboration likelihood model to explain how communication messages from mobile banking services are interpreted by receivers to increase their trust in mobile banking. We explain… read more here.
Keywords: banking; elaboration likelihood; mobile banking; trust mobile ... See more keywords