Mobile-Banking Adoption by Iranian Bank Clients

Subject Areas : Jounal of Marketing Management

M. Behboudi ¹ , A. Abedini Koshksaray ² , M. Jalilvand Shirkhani Tabar ³

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Received: 2013-08-20 Accepted : 2013-08-20 Published : 2013-03-21

Keywords: Mobile-banking adoption, Perceived Risk, Perceived credibility, perceived usefulness,

Abstract :

This study is designed to provide some insights into factors affecting the adoption of mobile banking in (MB) Iran. Encouraging clients to use the cell phone for banking affairs, and negative trends in the adoption of this technology makes it imperative to study the factors affecting the adoption of mobile banking.Thisstudy builds a comprehensive theoretical model explaining mobile banking adoption. A survey was adminstered to validate critical factors in Iran. 361 students participated in this study. The SEM techniques used to incorporate the construct validity and testing the hypotheses. The AMOS software was used to analyze the statistics. We examined eight latent variables of perceived usefulness, perceived ease of use, need for interaction, perceived risk, perceived cost, compatibility with life style, perceived credibility and trust. We found that these constructs successfully explain adoption of mobile banking among Iranian clients. Adaptation with life style and trust are found to be the most significant antecedents explaining the adoption of mobile banking. The present research is the first study using Structural Equation Modeling in order to test MB in Iran. Moreover, we examined eight variables which in comparison to previous study that used four or five variables, show more variance.