The effective factors on the acceptance and willingness of Iranian users toward Electronic banking

At present, e-banking is being considered not only as a competitive advantage, but rather as a competitive necessity for banks. The question that arises for the majority of users of ebankingis whether the e-banking technology in Iran is the same as other countries? Millions of Iranians already take advantage of e-banking technology and the number of ebanking user is increasing every day. In this paper we examines the factors that affect theadoption of e-banking and users tendency to use it and also the willingness of customers in using electronic banking or traditional banking. Research has shown that the factors of comparative advantage, the ability to view the results of using e-banking, the complexity or simplicity of the process, security, existing appropriate legal infrastructure, ease of use,and users’ information literacy have an impact on the acceptance of e-banking by users. The results of this paper can help the managers of developing banks to achieve better distribution solutions for serving the customers.

کلیدواژه ها:

Technology acceptance ، Electronic banking ، Customer behavior