• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
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HOME > Archive > 2025 > Volume 13 Number 4 (2025) >
JOEBM 2025 Vol.13(4): 359-365
DOI: 10.18178/joebm.2025.13.4.892

The Cognitive and Social Drivers of Neobank Success: Unveiling the Power of Ease of Use, Usefulness, and Social Influence

Jared Q. Zeng*, Ding Ding, Chong Guan, and Yinghui Yu
School of Business, Singapore University of Social Sciences, Singapore
Email: jaredzeng001@suss.edu.sg (J.Q.Z.); dingding@suss.edu.sg (D.D.); guanchong@suss.edu.sg (C.G.); yhyu@suss.edu.sg (Y.H.Y.)
*Corresponding author

Manuscript received May 5, 2025; accepted August 12, 2025; published October 24, 2025.

Abstract—This study investigates how Perceived Usefulness (PU), Perceived Ease of Use (PEU), and Social Influence (SI) jointly influence consumers’ behavioural intentions to use neobanks, with attitude serving as a key mediator. Drawing on a sample of 160 participants, we employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed model. The findings confirm the central mediating role of attitude, revealing that PU, PEU, and SI all exert significant positive effects on attitude, which in turn strongly predicts behavioural intention to use neobanks. These insights underscore the importance of both cognitive and social drivers in shaping state-of-the-art digital banking uses, offering practical implications for stakeholders.

Keywords—Neobank, ease of use, usefulness, social influence

Cite: Jared Q. Zeng, Ding Ding, Chong Guan, and Yinghui Yu, "The Cognitive and Social Drivers of Neobank Success: Unveiling the Power of Ease of Use, Usefulness, and Social Influence," Journal of Economics, Business and Management, vol. 13, no. 4, pp. 359-365, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).


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