Investigating customers’ decision to accept e-banking services

E-banking has been defined as providing banks´ customers with banking services through a variety of tools except the banks´ branches. Nowadays, e-banking services in Iran are being offered through A.T.Ms, telephone banks and in some banks, Internet banks. Understanding and perceiving the individuals´ intention to use these electronic services and the drives and motivations which cause the intention to use it can help banks and other kinds of financial institutions in setting the appropriate marketing strategies for e-banking services. In this research, a model has been offered based on theory of planned behavior (TPB) by using some other previous research findings, and it has studied to evaluate the intention toward the electronic banking acceptance in well-developed financial city. In this study, it has been cleared that the relationships that have been found are relatively justified partially by theory of planned behavior. Other study results can be useful for strategic planning of IT in banking.