Investigation of Factors Influencing Innovation and Knowledge-based Trust in Accepting Mobile Banking

Subject Areas : Jounal of Marketing Management

F. Haghshenas Kashani ¹ (گروه مدیریت بازرگانی- بازاریابی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
A. Rahnama ² (دانشجوی دکتری مدیریت بازرگانی، مدیریت بازاریابی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران (نویسنده مسئول).)
A. Dorosti ³ (دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت، دانشگاه اصفهان)

Received: 2015-10-01 Accepted : 2015-10-01 Published : 2015-09-23

Keywords: mobile banking, innovation, knowledge-based trust, behavioral intention,

Abstract :

Mobile banking is a new technology in banking industry which has many benefits both for banking industry and its customers. Considering special features of this technology and risks customers may perceive when using this technology, acceptance and use of this technology is an important issue for bank management. The present research aims to investigate factors which affect innovation and knowledge-based trust in acceptance of mobile banking. In terms of objective, this is an applied research and in terms of data collection, it is considered as a descriptive correlation study. Questionnaire was used for data collection. Research sample was selected out of customers who referred to different branches of Mellat Bank in Ardebil City, Iran. Structural equations modeling method was used for data analysis. Results showed that perceived relative advantage, perceived convenience, perceived compatibility, perceived competency and perceived integrity have positive influences on attitude towards acceptance of mobile banking. On the other hand, impact of perceived good-will on attitude towards mobile banking was not supported. Further, attitude towards acceptance of use of mobile banking has a positive and significant impact on behavioral intention to use mobile banking.