Investigating the effect of ease, usefulness and perceived risk, trust and social effects on the intention to use mobile banking among the customers of Melli Mubarakeh Bank

Subject Areas :

Fatemeh Nasirzadeh ¹ , Masoud Godarzi ²

1 - Corresponding Author, M.Sc. Candidate, Faculty of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran. Email Address: [e-mail].
2 - Faculty Member of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran.

Received: 2022-03-15 Accepted : 2022-05-09 Published : 2022-09-21

Keywords: Utility, Key words: Perceived Risk, Social Impact and Purchase Intention,

Abstract :

AbstractThe pervasive growth of ICT has had a huge impact on the banking industry. Providing banking services to customers via mobile phone is one of the newest technologies. Accordingly, in this study, the intention is to investigate the effect of perceived convenience, usefulness and risk, trust and social effects on the intention to use mobile banking in the customers of Bank Melli Mobarakeh. The statistical population of customers of Bank Melli is Mobarakeh. Sample size was selected using Morgan table of 381 people based on available sampling method. A standard questionnaire was used to measure the variables. The validity of the questionnaire was evaluated diagnostically, convergently and divergently and the reliability of the questionnaire was assessed using Cronbach's alpha coefficient. The research model was tested based on structural equation method and pls software. The results showed that perceived convenience, usefulness and risk, trust and social effects had a positive and significant effect on the intention to use mobile banking.Key words: Perceived Risk, Utility, Social Impact and Purchase Intention.

References:

/ ............................ بررسی تأثیر سهولت، سودمندی و ریسک درکشده، اعتماد و ...
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Andrews, L. & Boyle, M. (9880). Consumers accounts of perceived risk online and the influence of communication sources, Qualitative market Reaearch :An International Journal, 00 (0), 29-72.
- Ashta, A. (9807). Evolution of mobile banking regulations: a case study on legislator's behavior. Strategic Change, 92 (0), 3–98.
- Celik, H. (9809). Influence of social norms, perceived playfulness and online shopping anxiety on customers adoption of online retail shopping. International Journal of Retail and Distribution Management, 39(2), 398-003.
- Gefen, D. and Straub, D. (9809). The relative importance of perceived easeof- use in IS adoption: a study of ecommerce adoption, Journal of the Association for Information Systems, 0(0). 0-98.
- Gu, J., Lee, S., Suh, Y. (9809). Determinants of behavioral intention to mobile banking. Expert Syst. Appl. 32 (9), 00282–00202.
- Laukkanen, T. (9898). The role of information in mobile banking resistance, International Journal of Bank Marketing, 90(2). 379 – 300
- Luarn, P., Lin, H.H. (9809). Toward an understanding of the behavioral intention to use mobile banking. Comput. Hum. Behav. 90 (2), 073–090.
فصلنامه مطالعات کمی در مدیریت................................................................. / 69
- Malaquias, R.F., Hwang, Y. (9802). An empirical study on trust in mobile banking: a developing country perspective. Comput. Hum. Behav. 20, 023–020.
- Mehrad, D., Mohammadi, S. (9807). Word of Mouth impact on the adoption of mobile banking in Iran. Telematics Inform. 30 (7), 0320–0323.
- Munoz-Leiva, F. Hernández-Méndez, J. & Sánchez-Fernández, J. (9809). Generalising user behaviour in online travel sites throughthe Travel 9.8 website acceptance model. Online InformationReview, 32(2), 079-989.
- Ramayah, T., Lo, M.C. (9809). Impact of shared beliefs on perceived usefulness and ease of use in the implementation of an enterprise resource planning system, Management Research News, 38(2). 098 – 030
- Siegel, D.M. (9800). Accepting technology and overcoming resistance to change using the motivation and acceptance model. Dssertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the Department of Educational Research, Technology, and Leadership in the College of Education at the University of Central Florida Orlando.
- Suh, B.,& Han, I. (9889). Effect of trust on customer acceptance ofinternet banking, Electronic Commerce Research and Applications, 0(3-0), 907-923.
- Sun, S.; Goh, T.; Fam, K. Sh. & Xue, Y.(9800). The influence of religion on Islamic mobile phone banking services adoption. Journal of Islamic Marketing, 3(0). 00-90.
- Venkatesh, V., Morris, M. G., Davis, G. B., Davis, F. D. (9883). User acceptance of information technology: Toward a unified view. MIS Quarterly, 97 (3), 092-070.
- Zhao. A. L., Koenig, L.N., Hanmer, L.S. & Ward, P. (9898). Adoption of internet banking services in China: is it all about trust?” International Journal of Bank Marketing, 90 (0). 7-
92.