Abstract:

The aim of this study is to determine the regulatory role of trust in the impact of satisfaction and commitment of the value of experience perceped by mobile banking users and the impact of experience value on trust. The survey form developed for these purposes is applied to mobile banking users in Nevşehir province. The obtained data is subject to the detection factor analysis, the verification factor analysis and the regression analysis. Experiential values perceived by factor analysis are defined as functional, emotional, personal, mental, social and sensual values. According to the results of the regression analysis, it affects the value of experience, satisfaction and commitment. It affects confidence, satisfaction and commitment, and this effect is more than the effect of experience value. The value of experience has a regulatory role in the influence of satisfaction and commitment, and this role is negative. The regulatory role of confidence on satisfaction is more than commitment. While the value of experience at every level of confidence (low, medium, high) affects satisfaction and commitment, this effect at the low level of confidence is higher. As a result, when confidence decreases, the use of mobile banking becomes more impressive on value, satisfaction and commitment. The value of experience also has a meaningful impact on confidence. According to this conclusion, one of the ways to build confidence can be said is to increase the value of experience in mobile banking.