Paper Information

Title:  ACCEPTANCE OF ELECTRONIC BANKING FROM CUSTOMER'S POINT OF VIEW BASED ON THEORY OF DECOMPOSED PLANNED BEHAVIOR IN STATE BANKS AND PRIVATE BANKS IN TEHRAN CITY
Type: POSTER
Author(s): HAGHIGHINASAB M.,KALANTARI F.
 
 
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

This research is based on the theory of decomposed planned behavior that deals with the acceptance of electronic banking of Mellat bank and Saman bank in Tehran. The conceptual scheme of the research includes two groups of encouragement factors and impediment factors which were examined by using a questionnaire in a descriptive research of accountable kind among estimating sample including 400 customers of the banks. The encouragement factors for using electronic banking are security and privacy, profitable services, feature of the electronic banking services, and the impediment factors of using this services are external environment such as personal preference and culture. The findings of this research shows that among the encouragement factors, security and privacy is the most important factor in the two banks and external environment is the most important factor of impediment for using the electronic banking services from view point of the customers. Besides, culture was the weakest factor of impediment from the view point of the customers. As a result there has been no meaningful difference between the two banks of state and private as factors of acceptance of electronic banking. Based on the results of this research we recommend the central bank of Islamic Republic of Iran and those covered in the bank system to apply a harmonic and cohesive system of electronic business in which electronic and Internet banking are as important parts of paying system and money exchanging and by providing security and privacy and effective advertisements make people trust to these banks. Also by development and making diversity in the services especially by reinforcement of the system of Internet banking and credit cards and interaction with other organizations especially Ministry of Commerce and ministry of Communication and Information pave the way for wide acceptance of the customers.

 
Keyword(s): E-BANKING, TECHNOLOGY ACCEPTANCE, CONSUMER BEHAVIOR
 
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