Analysis Of Factors Affecting Banks Customer Behavior Trends To Mobile Banking( Case Study:Saderat Bank Of Tehran)

چکیده مقاله

Mobile banking is one of the latest Information technology in the banking sector, and developed countries are seeking for the full utilization of this technology with high sensitivity and great interest. The numerous studies is performed in the field Mobile banking and mobile payment systems. Research also aims to identify trends in customer behavior these services by using Technology Acceptance Model. populations of this research are customer of Saderat Bank Branches In Tehran. The number 420 is chosen and the questionnaire was distributed among them. Analyzing the results of the questionnaires showed that of 10 independent variables, there was a significant and positive correlation between 8 independent variables (Perceived ease of use, Perceived usefulness, self-efficacy, Social influence, System quality , Structural assurances, calculative-based trust, facilitating conditions) with the adoption of mobile banking , and no significant and positive relationship was found between2 variables as the dependent variable (familiarity whit bank and Situational normality)

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