Identifying Factors Affecting Customers' Adoption of Internet Banking (The Case: Customers of Tejarat Bank Branches in Qom City)

Khosravi, Abolfazl; Foroutan, Mohsen; Khalilipour, Banafsheh

doi:10.22034/jsmf.2024.214736

Identifying Factors Affecting Customers' Adoption of Internet Banking (The Case: Customers of Tejarat Bank Branches in Qom City)

Authors

Abolfazl Khosravi ¹

Mohsen Foroutan ²

Banafsheh Khalilipour ³

¹ Associate Professor, Department of Business Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran

² M.SC. Student in Accounting, Daneshstan Institute of Higher Education, Saveh, Iran

³ M.SC. in Business Management, College of Farabi, University of Tehran, Qom, Iran

10.22034/jsmf.2024.214736

Abstract

This study aims to identify the factors influencing the Intendancy to use Internet banking services by employing the Technology Acceptance Model, the Theory of Reasoned Action, and the Theory of Planned Behavior. The research is applied in nature, and the methodology is descriptive-correlational in terms of data collection. A stratified random sampling method was used to select a sample of 368 individuals for evaluation. A questionnaire served as the data collection instrument. Content validity was used to assess the questionnaire's validity, while Cronbach’s alpha coefficient was employed to measure reliability. Pearson’s correlation coefficient and structural equation modeling were utilized to test the hypotheses. The results indicated that perceived ease of use and perceived usefulness have a significant positive impact on attitudes toward using Internet banking. Moreover, perceived usefulness positively and significantly influences perceived ease of use. Additionally, attitude has a significant positive effect on the Intendancy to use Internet banking.

Keywords

Attitude

Intendancy to use

Internet banking

Perceived ease of use

Perceived usefulness