ارزيابي پذيرش بانكداري اينترنتي بر اساس مدل توسعه يافته DTPB

Assessment ofInternet Banking Adoption based on the Extension ofthe Decomposed Theory of Planned Behavior (DTPB)

The acceptance of technology by target groups has been studied as one of the important research axis during the past years in the area of information technology. In most researches, the attitude, subjective norm and perceived behavioral control are known as determinant factors of the acceptance of different technologies. Hence, it sounds that in virtual environment the factors mentioned above cannot describe the users behavior completely, but regarding the importance of subject, this study has been tried according to the Decomposed Theory of Planned Behavior (DTPB) and linkage of the trust construct to that for developing the pattern in question, the research hypothesis would be designed and tested using the internet banking of Bank Melli customers of Iran, Tehran. The results of the research which obtained by statistical analysis via the Structural Equation Modeling (SEM) of LISREL show that attitude, subjective norrn, perceived behavioral control and trust are the main effective factors on intention of customers to use the internet banking services. Moreover, the added trust construct explains the additional variance of behavioral intention.