Abstract :
This study intends to identify the factors influencing the Adoption of ATM Services
(Automated Teller Machines), using a model designed according to Technology
Acceptance Model and Diffusion of Technology Theory, and localized through the
opinions of the banking experts. This model classifies the factors influencing the
adoption of mobile ATM services into the three characteristics: banking technology,
psychological characteristics and demographic characteristics. The features of ATM
technology include compatibility, usefulness, complexity, trial ability, perceived risk,
and cost; psychological characteristics of ATM services user include social
character, attitude toward change, risk taking; demographic characteristics include
gender, age, and marital status, level of education, occupation status and annual
income. In this study, using a combination of Technology Acceptance Models and
localizing them for the Iranian state and private banks, we presented a new and
operational model for the adoption of ATM services, and put the findings, along with
operational suggestions, at the disposal of the bank managers in different areas such
as marketing. In this research, using a descriptive-survey method, we investigated a
sample consisting of 550 people including 300 ATM service-adopters and 250 nonadopters,
and using descriptive and inferential statistics we examined the factors
influencing the adoption of services. According to the findings of the research, from
among the features of ATM technology in order of preference, compatibility
variables, cost, usefulness and trial ability influence service adoption, while
complexity and perceived risk have little impact on adopting ATM services. From
among the psychological features in order of preference, risk-taking and attitude
toward change are the factors influencing the adoption of ATM services, while the
social class has little impact on the adoption of ATM services. As for demographic
factors, gender is effective in adopting ATM services, and marital status has little
impact on adopting this type of service.
