عوامل موثر بر بكارگيري خدمات موبايل بانك توسط مشتريان و رتبه بندي آنها ( مطالعه موردي: شعب بانك تجارت شهر تهران )

Effective Factors on the Adoption of Mobile Banking Services by Customers and their Ranking (Case Study: Tejarat Bank-Tehran Branches)

This research is proposed to detect the effective factors on the adoption of mobile banking services by using Technology Acceptance Model (TAM), and Diffusion of Innovation Theory based on the advices from national banking specialists. The model divides the effective factors on the adoption of mobile banking services to the three parts: mobile banking technology, psychological, and demographic characteristics. In this research, we have used a descriptive-field study methodology by taking samples from 666 customers. Also, descriptive statistics analysis as well as statistical inferences are used to find out the effective factors on the adoption of mobile banking services. According to the results of this research, among different mobile banking technology characteristics, the compatibility variables, the cost of using the technology, trial ability and profitability were ranked by customers as effective factors on the adoption of mobile banking services. It is worth mentioning that the other factors such as complexity and perceived risk were not much important in using mobile banking services from the customersʹ perspective. Among the psychological characteristics, venturesomeness, and attitude toward change were ranked by customers as effective factors of using these facilities. The result shows that the opinion leadership was not an important factor for using mobile banking services.