The Influence of Attraction on Internet BankingAmong Saderat Banks Customers in Khorasan Jonobi,Iran

The goal of this research is to examine the The influence of attraction on internet banking: an extension to the trust-relationship commitment model. Using stratified random sampling, necessary data was collected from 200 people through a valid questionnaire. Partial Least Squares (PLS) has been used to analyze data and model. We follow the methodology in Kassim & Abdulla (2006) in using five dimensions of Attraction, Trust, Commitment, Opportunistic Behavior, shared value under amodel. The results show that: that both trust and attraction have significant positive impact on rel tionship commitment with attraction having a strong positive effect, with communicationrepresenting the most important determinant of attraction andhaving a significant positive relationship with both trust andattraction

کلیدواژه ها:

Internet ، Attraction ، Trust ، Commitment ، OpportunisticBehavior ، shared value