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A study of mobile banking usage in Iran

Hossein Mohammadi (Department of Public Administration, Allameh Tabataba’i University, Tehran, Iran)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 7 September 2015




The purpose of this paper is to explore barriers, the mediating role of usability and the moderating effects of self-efficacy and perceived image on consumers’ attitudes toward use of mobile banking (MB) in Iran.


Based on the consumer data collected through a survey, structural equations modeling and path analysis were employed to test the research model.


The results revealed that “system compatibility” was found to be the main factor affecting users’ attitudes toward use of MB. “Resistance” showed a significant negative effect on both ease of use and usefulness. “Perceived usefulness” mediated the relationship between ease of use and users’ attitudes. At last, contrary to self-efficacy which showed no significant effect, perceived image moderated the relationships between usefulness and attitude.

Research limitations/implications

The sample was only composed of MB users and non-users were not studied.


Past studies have seldom examined the role of individual drivers like self-efficacy and social drivers like perceived image as moderating variables in the context of developing countries.



Mohammadi, H. (2015), "A study of mobile banking usage in Iran", International Journal of Bank Marketing, Vol. 33 No. 6, pp. 733-759.



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Copyright © 2015, Emerald Group Publishing Limited

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