EFFECTIVE FACTORS OF THE ADOPTION OF MOBILE BANKING SERVICES BY CUSTOMERS

Abstract

This research is proposed to detect the effective factors of using the mobile banking services in Saderat Bank by using the Technology acceptance theory, Dissuasion of innovation theory, and also advice from national banking specialists. The model divides the effective factors of the adoption of mobile banking services to the two parts: mobile banking technology characteristic and demographic characteristic, Mobile banking technology characteristic includes perceptions of M-banking, ease of use, usefulness, cost, risk, compatibility with their lifestyle, and their need for interaction with personnel. And demographic characteristics cover gender, age, marital status, the level of education, and the yearly income. In this research we used a descriptive-field study methodology, by taking a sample of 666 people, where 350 people were mobile banking services users and 316 people not using the Saderat Bank services. We employed some descriptive statistics as well as statistical inference to find out the effective factors of using mobile bank services. According to the results of this research, among different mobile banking technology characteristics, the compatibility variables, the cost of using, trial ability and profitability were ranked by customers as effective factors of using the mobile banking services. It is worth to note that the other factors such as ease of use, risk and need for interaction were not important for using mobile banking
services from the customer’s perspective. Moreover, the gender factor was effective factor among demographic characteristics, while the marital status was not an important factor for using these services.