Behavioral approach to policy making of the internet banking industry: The evaluation of factors influenced on the customers adoption of internet banking services

摘要

This study combines the Theory of Perceived Risk (TPR) with the Theory of planned Behavior (TPB) to understand customers’ adoption of internet banking in Iran. The questionnaires are designed to survey the randomly selected sample of Iranian national bank customers. The selected sample contains 349 customers who responded to the questionnaire. This research used the structural equation modeling (SEM) to test the causalities in the proposed model and the strength of the hypothesized relationships. The results provide support of the integrated TPR with TPB models and confirm its robustness in predicting customers' intention for adoption of internet banking; also it shown that the security risk has the most destructive effect on the intention of using internet banking, as well as financial risk, and it is made strongly by attitude.