A study of mobile banking usage in Iran

作者：Mohammadi Hossein

来源：International Journal of Bank Marketing, 2015, 33(6): 733-759.

DOI：10.1108/IJBM-08-2014-0114

<jats:sec><jats:title content-type="abstract-heading">Purpose</jats:title><jats:p>– The purpose of this paper is to explore barriers, the mediating role of usability and the moderating effects of self-efficacy and perceived image on consumers’ attitudes toward use of mobile banking (MB) in Iran.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Design/methodology/approach</jats:title><jats:p>– Based on the consumer data collected through a survey, structural equations modeling and path analysis were employed to test the research model.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Findings</jats:title><jats:p>– The results revealed that “system compatibility” was found to be the main factor affecting users’ attitudes toward use of MB. “Resistance” showed a significant negative effect on both ease of use and usefulness. “Perceived usefulness” mediated the relationship between ease of use and users’ attitudes. At last, contrary to self-efficacy which showed no significant effect, perceived image moderated the relationships between usefulness and attitude.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Research limitations/implications</jats:title><jats:p>– The sample was only composed of MB users and non-users were not studied.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Originality/value</jats:title><jats:p>– Past studies have seldom examined the role of individual drivers like self-efficacy and social drivers like perceived image as moderating variables in the context of developing countries.</jats:p></jats:sec>

• 出版日期2015