Antecedents and Moderators of Promotion Messages for Trust in Mobile Banking Services: An Elaboration Likelihood Model Perspective

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 how users’ security and privacy concerns moderate the central route persuasion relationship between argument quality and trust. A questionnaire survey is employed to test a research model. The findings indicate that central and peripheral route persuasion cues enforce users’ trust in mobile banking services. Users with strong privacy and security concerns are more likely to rely on the quality of arguments of the messages. Theoretical and practical implications are discussed in the paper.