A hybrid model of factors affecting adoption of mobile banking technology between customers of Iranian banks
This study aims at providing a hybrid model of mobile banking adoption in the banking industry of Iran. Based on reviewing the models of technology adoption, the main effective factors were divided into four general categories including personal, social, organizational and technological factors. The population of the study consisted of the customers of public banks. With regard to the infinity of the population, based on Morgan table, 384 customers were selected as the sample of the study. A standard questionnaire was used to collect the required data for all the research variables. The research hypotheses were tested using structural equation modeling and based on AMOS software. The results show that some personal, social, organizational and technological factors have a positive significant effect on perceived usefulness and perceived ease of use of mobile banking. Perceived usefulness and perceived ease of use have a positive significant effect on the attitude towards mobile banking. In addition, the positive significant effect of attitude towards the use of mobile banking on the tendency to use mobile banking and vice versa was confirmed.
Abdi, B., & Danaeifar, H. (2010). E-Government Adoption in Iran: The Role of Demographic, Social and Organizational Factors in Technology Adoption. Journal of public management perspective, 1 (1), 41-67 (in Persian)
Agarwal, R., & Karahanna. (2000). E. Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24 (4), 665- 694.
Ajzen, I. (1989). Attitude, structure, and behavior. pp. 241–274. in A. R. Pratkanis, S. J.Breckler, A. G. Greenwald (Eds.), Attitude Structure and Function, Hillsdale, NJ: Lawrence Erlbaum Associates.
Amin, H., Baba, R., & Muhammad, M.Z. (2006). An analysis of mobile banking acceptance by Malaysian customers. Sunway Academic Journal, 4, 1-12.
Anderson, J. (2010). M-banking in developing markets: competitive and regulatory implication. Info, 12 (1), 18-25.
Ashtiani, P.G., & Asadi, F. (2011). The effect in overcoming the resistance of consumers to mobile banking adoption of Melli bank of Iran, in Ninth International Conference on Management, Sharif University of Technology: Tehran, 2011. (in Persian).
Bandura, A. (2001). Social cognitive theory: An Agentic perspective. Annual review of psychology, 52 (1), 1- 26.
Bastic, M., & Gojcic, S. (2012). Measurement scale for eco-component of hotel service quality. International Journal of Hospitality Management, 31 (3), 1012-1020.
Behboudi, M., Abedini, A., & Jalilvand, M. (2013). Adoption of mobile banking by Iranian bank customers. Journal of Marketing Management, 8 (18), 21-46. (in Persian)
Bhattacherjee, A. (2002). Individual trust in online firms: Scale development and initial test. Journal of Management Information Systems, 19 (1), 211-241.
Bonham, G., Seifert, J., & Thorson, S. (2001), The Transformational Potential of E-Government: The Role of Political Leadership. Paper Presented at 4th Pan European International Relations Conference, Canterbury, September 6-10, 2001. 1-9. University of Kent.
Chen, L., Gillenson, M., & Sherrell, D. (2004). Consumer acceptance of virtual stores: A theoretical model and critical success factors for virtual stores. ACM SIGMIS Database, 35 (2), 8-31.
Chiu, Y.B., Lin, C.P., & Tang, L.L. (2005). Gender differs: Assessing a model of online purchase intentions in e-tail service. International Journal of Service Industry Management, 16 (5), 416-435.
Das, T.D., & Teng, B. Sh. (2001). Trust, control, and risk in strategic alliance: an integrated framework. Organization Studies, 12 (4), 251-283.
Davis, F., Bagozzi, R. & Warshaw, P. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132.
Davis, F.D. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Unpublished doctoral dissertation, Sloan School of Management, MIT, Cambridge, MA.
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13 (3), 319-341.
Dickerson, S.S. (2003). Gender differences in stories of everyday Internet use. Health Care for Women International, 24 (5), 434-451.
Donnelley, T. Jr. (2004). Extending the technology acceptance model: Additional factors affecting the adoption of e-commerce by senior American residents. Doctoral dissertation, Nova Southeastern University, Florida.
Elahi, S., Ghanbari, M.H., & Shayan, A. (2012). Determining the effective factors in adoption of mobile banking technology by customers. Journal of Commercial Law, 52, 211-247. (in Persian)
Erdem, T., & Swait, J. (2004). Brand credibility brand consideration and choice. Journal of Consumer Research, 31, 191-198.
Fatemi-e-ardekani, V. (2005). E-banking and its impact on banks' administrative processes: the case of Internet bank, The researches of the Third National Conference on E-commerce, Tehran: Planning department of Economic Affairs of the Ministry of Commerce.Iran. (in Persian)
Ghilani Nia, S., & Mousavian, S.J. (2009). Identification of effective factors on customer orientation in using electronic banking services. Productivity Management, 3 (11), 103-133. (in Persian)
Gholipouri Soleimani, A., & Imani, S. (2010). The route of technology in banking. Management Journal, 159, 22-25. (in Persian)
Ghorbani Zadeh, V., Hasan Nanghir, S.T., & Roodsaz, H. (2013). Meta-analysis of effective factors on the adoption of information technology in Iran, Management researches in Iran, 17 (2), 177-196. (in Persian)
Hamner, M., & Al-Qahtani, F. (2009). Enhancing the case for electronic government in developing nations: A people-centric study focused in Saudi Arabia. Government Information Quarterly, 26, 137–143.
Hashemian, M., & Isaei, M.T. (2014). Investigating and identifying critical factors in customer acceptance along with the bank. New Marketing Research, 1 (3), 99-108. (in Persian)
Hassanzadeh, A., & Pourfard, F. (2003). Electronic banking, Quarterly Journal of Economics, 101, 10-14. (in Persian)
Humner, M., & Ghazi, R. (2009). Expanding the Technology Acceptance Model to Examine Personal Computing Technology Utilization in Government Agencies in Developing Countries. Government Information Quarterly, 26 (1), 128–136.
Hung, S., Chang, C., & Yu, T. (2006). Determinants of user acceptance of the e-government services: The case of online tax filing and payment system. Government Information Quarerlyt, 23 (1), 97- 122.
Kamal, M.M. (2006). IT innovation adoption in the government sector: identifying the critical success factors. Journal of Enterprise Information Management, 19 (2), 192-222.
Karkhaneh, S., & Mohammadi, S. (2012). Offering a model for the adoption of mobile banking from the viewpoint of customers and comparing it with the world's famous models. Journal of Marketing Management, 7(16). 109-132. (in Persian)
Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26 (3), 310–322.
Kim, G., Shin, B., & Lee, H.G. (2009). Understanding dynamics between initial trust and usage intentions of mobile banking. Information Systems Journal, 19 (3), 283-311.
Knight, M.B., & Pearson, J.M. (2005). The changing demographics: The diminishing role of age and gender in computer usage. Journal of Organizational and End User Computing, 17 (40), 49-65.
Koenig-Lewis, N., Palmer, A., & Moll, A. (2010). Predicting young consumers' take up of mobile banking services. International Journal of Bank Marketing, 28 (5), 410-432.
Konjkav Monfared, A.R., & Mirhoseini, M. (2014). Factors affecting the adoption of mobile banking customers bank branches export city of Yazd. Journal of Marketing Management, 2 (3), 107-120. (in Persian)
Konjkav-e-monfared, A.R., & Mirhosseini, M. (2013). Explaining the Affecting Factors of M-Banking Acceptance by Saderat Bank's Customers. Journal of Marketing Management, 8 (18), 107-120. (in Persian)
Laukkanen, T. (2007). Internet vs mobile banking: comparing customer value perceptions. Business Process Management Journal, 13 (6), 788-797.
Lee, J., & Rao, H.R. (2007). Percieved risks, counter-beliefs and intention to use anti-counter-terrorism websites: an exploratory study of government-citizens online interactions in a turbulent environment. Decision Support Systems, 43 (4), 1431-49.
Lee, K.C. & Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective. Interacting with Computers, 21 (5/6), 385–392.
Lovelock, C., Patterson, P., & Walker, R. (2001). Services Marketing: An Asia-Pacific Perspective, 2nd ed., Englewood Cliffs, NJ: Prentice-Hall
Maleki, M., & Akbari, P. (2010). Investigating the role of electronic banking in Iran. Bank and Economics, 112, 14-20. (in Persian)
Mathieson, K. (1991). Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior. Information Systems Research, 2(3), 173-19.
Mattila, M., Karjaluoto, H., & Pento, T. (2003). Internet banking adoption among mature customers: Early ma-jority or laggards? Journal of Services Marketing, 17(5), 514-528.
Moghadasi, A. (2010). A Variety of Payment Methods in E-banking. Monthly Magazine of Information Technology Age, 58, 75-71. (in Persian)
Moghli, A.S. (2007). Adoption of e-banking among Shiraz bank's customers, Journal of Management Science of Iran, 2 (7), 81-98. (in Persian)
Piralidehi, F., Alibeigi, A.H., & Mohammadi, S. (2013). IPM technology adoption among orchardists of Dalahoo city. Journal of Agricultural Extension and Education, 6 (4), 107-123. (in Persian)
Ramayah, T., & Lo, M.C. (2007), Impact of shared beliefs on "perceived usefulness" and ease of use" in the implementation of an enterprise resource planning system. Management Research News, 30 (6), 420-431.
Rezaei, H., Khazaei, J., & Shabani, J. (2012). Investigating the tendency to electronic purchasing based on the development of the technology acceptance model. New Marketing Research, 2 (1), 93-110. (in Persian)
Riquelme, H., & Rios, R. (2010). The moderating effect of gender in the adoption of mobile-banking. International Journal of bank marketing, 28 (5), 328-341.
Rogers, E.M. (1995). Diffusion of Innovations. 4th ed., New York: The Free Press.
Saleh Ahmadi, Z., Karimzadegan Moghadam, D., & Amirkhani, A.H. (2011). Technology acceptance models and their application in technology transfer, The First Conference on Smart Computer Systems and their Applications, Payame Noor University, Tehran. (in Persian)
Salehi, S. & Rezaeimoghadam, K. (2009). Attitude and willingness to use tillage variable technology. Iranian Journal of Agricultural Science, 40 (1), 64-51. (in Persian)
Sarfarazi, M. (2009). Interrelationship between mobile banking and mobile business. Electronic Banking and Insurance Magazine, 51. (in Persian)
Schneider, G. (2006). Business strategies. Andy Pickering, Boston. Thomson Course Technology.
Selwyn, N., Gorard, S., Furlong, J. & Madden, A. (2003). Older adults’ use of information and communications technology in everyday life. Ageing and Society, 23 (5), 561-583.
Szajna, B. (1996). Empirical evaluation of the revised technology acceptance model. Management Science, 42 (1), 85-92.
Taghavifard, M.T., & Torabi, M. (2010). Factors affecting the use of mobile banking services by customers and rank them Case study: Tejarat Bank branches in Tehran. Journal of Business Management Researches, 2 (3), 136-162. (in Persian).
Tan, M. & Teo, T.S.H. (2000). Factors influencing the adoption of Internet banking. Journal of the AIS, 1 (1).
Tanner, J.C. (2008). Consumers still wary of m-commerce. Telecom Asia, 19 (7), 8-19.
Teo, T. (2010). A path analysis of pre-service teachers’ attitudes to computer use: applying and extending the technology acceptance model in an educational context. Interactive Learning Environments, 18 (1), 65-79.
Titova, Y., & Girard, A. (2014). The impact of trading and hedging derivatives on banking efficiency in Eurozone. World Finance Conference, July 2-4, 2014. Venice, Italy.
Vafaei, N. (2010). Identification and Prioritization of the Factors Affecting the Adoption of Mobile Banking from the Viewpoint of Customers (The case of Melli Banks Branches in Iran, Tehran). Master Thesis of Business Administration, Tarbiat Modarres University. (in Persian)
Venkatesh, V., & Davis, F.D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46 (2), 186-204.
Venus, D. & Safayan, M. (2002). Methods of Banking Services Marketing for Iranian Banks. Tehran: Negahe Danesh Publiction. (in Persian)
Wang, C., Lo, S., & Fang, W. (2008). Extending the technology acceptance model to mobile telecommunication innovation: the existence of network externalities. Journal of Consumer Behavior, 7 (2), 101-110.
Wessels, L., & Drennan, J. (2010). An investigation of consumer acceptance of M-banking. International Journal of Bank Marketing, 28 (7), 547-568.
Wu, J., Wang, S., & Lin, L. (2007). Mobile computing acceptance factors in the healthcare industry: a structural equation model. International Journal of Medical Informatics, 76, 66-77.
Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile anking user adoption. Computers in Human Behavior, 26 (4), 760–767.
The Author wishes to submit the Work to SJM for publication. To enable SJM to publish the Work and to give effect to the parties’ intention set forth herein, they have agreed to cede the first right to publication and republication in the SJM Journal.
The Author hereby cedes to SJM, who accepts the cession, to the copyright in and to the paper.
The purpose of the cession is to enable SJM to publish the Work, as first publisher world-wide, and for republication in the SJM Journal, and to grant the right to others to publish the Work world-wide, for so long as such copyright subsists;
SJM shall be entitled to edit the work before publication, as it deems fit, subject to the Authors approval
The Author warrants to SJM that:
- the Author is the owner of the copyright in the Work, whether as author or as reassigned from the Author’s employee and that the Author is entitled to cede the copyright to SJM;
- the paper (or any of its part) is not submitted or accepted for publication in any other Journal;
- the Work is an original work created by the Author;
- the Author has not transferred, ceded, or assigned the copyright, or any part thereof, to any third party; or granted any third party a licence or other right to the copyright, which may affect or detract from the rights granted to SJM in terms of this agreement.
The Author hereby indemnifies the SJM as a body and its individual members, to the fullest extent permitted in law, against all or any claims which may arise consequent to the warranties set forth.
No monetary consideration shall be payable by SJM to the Author for the cession, but SJM shall clearly identify the Author as having produced the Work and ensure that due recognition is given to the Author in any publication of the Work.
Should SJM, in its sole discretion, elect not to publish the Work within 1 year after the date of this agreement, the cession shall lapse and be of no further effect. In such event the copyright shall revert to the Author and SJM shall not publish the Work, or any part thereof, without the Author’s prior written consent.