خلاصة:
This article proposes a revised technology acceptance model to measure
customers ‘acceptance of internet banking, in Iran. This study uses the
technology acceptance model, theory of planned behavior and theory of
perceived risk to build a comprehensive model. We designed a questionnaire and
used it to survey a randomly selected sample of customers of internet banking,
and In June 2010, a sample of 349 customers of national bank of Iran completed
the questionnaire. We analyzed the data using structuralalequation modeling
(SEM) to evaluate the strength of the hypothesized relationships, if any, among
the constructs. The results provide support of the proposed model and confirm
its robustness in predicting customers’ intention to accept internet banking and
imply that the perceived usefulness is the most important positive predictor and
security risk is the most important negative predictor of the intention to use
internet banking.
ملخص الجهاز:
This study uses the technology acceptance model, theory of planned behavior and theory of perceived risk to build a comprehensive model.
The results provide support of the proposed model and confirm its robustness in predicting customers’ intention to accept internet banking and imply that the perceived usefulness is the most important positive predictor and security risk is the most important negative predictor of the intention to use internet banking.
Drawing from perceived risk theory, five specific risk facets financial, security, performance, social and time risk are integrated with the technology acceptance model (TAM) and theory of planned behavior (TPB) model to propose a theoretical model to explain customers' intention to use internet banking.
Attitudes have a positive effect on behavioral intention to use internet banking.
Social risk negatively influences attitudes towards the use of internet banking.
Performance risk negatively influences attitudes towards the use of internet banking.
Financial risk negatively influences attitudes towards the use of internet banking.
H12: Financial risk negatively influences intentions towards the use of internet banking.
Security risk negatively influences attitudes towards the use of internet banking.
Security risk negatively influences intentions to use internet banking.
Security, financial, time, social and performance risks allemerged as negative factors in the intention to accept internet banking.
Research limitations While this study has identified external factors (perceived risks) influencing consumers' acceptance of internet banking, it is important to recognize the cultural and national limitations of these findings.