Authors : Nour-Mohammad Yaghoubi and Ebrahim Bahmani
Abstract: Online banking has emerged as one of the most profitable e-commerce applications over the last decade. This study investigates which factors affect the adoption of online banking in Isfahan Province of Iran. We developed a theoretical model based on the Technology Acceptance Model (TAM) with Theory of Planned Behavior (TPB) model. We designed a questionnaire and used it to survey a randomly selected sample of customers of national bank of Iran. A total of 500 pieces of questionnaire papers are given out to the community randomly. However those questionnaires that not fill in properly and completely have been taken out. Hence, the actual sample used for the study is 349 respondents. We analyzed the data using Structured Equation Modeling (SEM) to evaluate the strength of the hypothesized relationships; the results provide support of the integrated TAM and TPB models and confirm its robustness in predicting customers intention of adoption of online banking. The results indicated that the intention to use online banking is positively affected mainly by perceived behavioral control and perceived usefulness.
Nour-Mohammad Yaghoubi and Ebrahim Bahmani, 2010. Factors Affecting the Adoption of Online Banking: An Integration of Technology Acceptance Model and Theory of Planned Behavior. Pakistan Journal of Social Sciences, 7: 231-236.