INVESTIGATION OF INFORMATION IMPACT ON OVERCOMING CONSUMER RESISTANCE TO ACCEPT MOBILE BANKING PROVIDED BY MELLI BANK OF IRAN

Year 2012, Volume: 4 Issue: 2, 81 - 89, 01.12.2012

Peyman Ghafari Ashtiani Fateme Asadi

Abstract

The purpose of this paper is to investigate the impact of information and guidance offered by the bank on two types of consumers’ resistance i.e. functional and psychological resistances in adoption of mobile banking provided by Melli Bank of Iran. According to the purpose, five hypotheses are developed and tested. It is noteworthy that the present research is classified as a casual research based on its nature and methodology; with regard to its implementation method, it is known as a survey and according to purpose, it is an applied research in which the Structural Equation Modeling (SEM) is employed to examine the relationships between components of the proposed model. The research sample includes the users of mobile banking provided by Melli Bank of Iran during 2010-2011. In order to achieve the research objectives, 240 questionnaires were distributed among the users of mobile banking provided by Melli Bank of Iran in the city of Arak, Markazi province, from which 204 questionnaires were analyzed. After data analysis, all of the proposed research hypotheses were confirmed. The research results show that the information and guidance provided by the Melli Bank of Iran have been effective in reducing psychological and functional barriers and the highest impact has been obtained for image and tradition barriers

Keywords

Electronic Banking, Mobile Banking, Functional barriers, Psychological barriers, Information.

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