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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

2845

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Originality/value

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.

Keywords

Citation

Mohammadi, H. (2015), "A study of mobile banking usage in Iran", International Journal of Bank Marketing, Vol. 33 No. 6, pp. 733-759. https://doi.org/10.1108/IJBM-08-2014-0114

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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