Older consumers’ positive word-of-mouth toward m-banking: evidence from an emerging market

Purpose Mobile banking (or m-banking) has become an inseparable part of the modern finance model. Its success relies on customers’ affective responses and behavioral decisions. This study aims to examine the important determinants of positive word-of-mouth (POW) toward m-banking among older consumers. Design/methodology/approach A quantitative approach was applied in examining a proposed model with data obtained from 358 respondents based on a Web-based survey from Vietnam using a questionnaire. Findings It was determined that attitude, usage intention and satisfaction are the fundamental facilitators of POW in m-banking. Furthermore, perceived usefulness, ease of use and trust are the main predictors of attitude and usage intention, and epistemic value, conditional value, social value and technological value are the primary motivators of usage intention. Ease of use and trust positively affect perceived usefulness. Usage intention fosters higher levels of satisfaction. This study affirms the insignificant effects of ease of use and hedonic value on usage intention as well as satisfaction on attitude. Practical implications The findings are insightful for developers to concentrate on how to promote cognitive, affective and behavioral responses among old consumers in m-banking. Marketers should boost value perceptions and trust as the prerequisite underlying judgment and behaviors toward m-banking. Originality/value This work validates the synergistic model of POW among older consumers in m-banking by combining the technology acceptance model (TAM) and theory of consumption values (TCV). Thus, it would increase the exploratory power of the theoretical base toward m-banking and in an emerging market.