Investigating the Impact of Combining Traditional and Online Factors onCustomersʹ Trust in E-Banking and E-commitment The Case of Customers of Mellat Bank, Shiraz Branch

Nowadays, new technologies have changed the methods of serving customers in many service organizations. Service in the banking industry has been influenced by ICT developments in essential ways. Nowadays the importance of websites and their unique features in provision of services to customers is increasing. However, traditional methods of banking with direct contact with customers have retained their value. In this regard, This study suggests a model that is combination of traditional and online factors influencing customersʹ trust in e-banking and ecommitments. For this purpose, a questionnaire based on Likert scale was administered to 383 customers of Bank Mellat, Shiraz Branch who were randomly selected for this purpose. Data analysis was carried out using descriptive and inferential statistics using statistical software Amos20. Finally, by using this software, the fitted research model is obtained. Results show that traditional banking features and those of websites have equal impacts on consumerʹs trust in e-banking which increases ecommitment.