Presenting Customer Behavior Model on Acceptance and Use of E-Banking Services by Developing and Analyzing UTAUT Theory

Nowadays, the banking industry has been forced to change from traditional banking to e-banking due to the developments in information and communication technologies. Therefore, recognizing its needs and behaviors and predicting them to respond in a timely manner can help strengthen and maintain the customer relationship (to become a competitive advantage). But creating customer acceptance of e-banking services is still a challenge for the banking system (which has a direct impact on the profitability of banking activities). Accordingly, the main purpose of this study is to present a model of customer behavior in the acceptance and use of e-banking services. In this cross-sectional study, first, in the qualitative part of the researchers in an exploratory manner, based on a comprehensive model of technology adoption, the experts tried to identify the factors of technology acceptance and its dimensions. After applying the content analysis technique to identify the dimensions and concepts, the relationships between them and the conceptual model were extracted using Maxqda software. In this section, "trust in the bank", "perceived security", "ease of use" as affecting dimensions of "perceived risk" and "perceived desirability", "impact on society", "prior knowledge " as affecting dimensions. Then, in the quantitative part of the model, it was evaluated using the e-banking customer feedback. The results of structural equation modeling analysis through PLS software showed that among the relationships defined, "knowledge" had the least effect and "perceived utility" had the highest effect on "behavioral intentions". "Perceived risk" was defined as an independent variable in this model.