AN EMPIRICAL STUDY OF THE FACTORS AFFECTING CUSTOMERS ADOPTION OF E-BANKING SERVICES

In recent years, Information technology has highly affected the banking industry and the distribution channels of banking services toward self-servicing alternatives. At the present time, many banks and financial institutions are actively developing new electronic products for their customers but since customers don’t adopt and use the services, they can not profit from these new services. The purpose of this study is to identify factors which influence the adoption and usage of the electronic banking services and determine amount effect of any of factors from customers’ point of view. We examine this adoption behavior by utilizing the unified theory of acceptance and use of technology (UTAUT) that integrates eight theories of individual acceptance into one comprehensive model. On the basis of survey research, a questionnaire was distributed among 200 Mellat bank customers (users of electronic banking services) in Mashhad. Statistical analysis by SPSS software indicates that three major factors can contribute to user’s intention to use: (a) performance expectancy (b) effort expectancy (c) social influence. And two factors: (d) intention to use (e) facilitating conditions, can contributed to users adopt and use of e-banking services.