Effective Factors on the Use of Internet Banking Services by Customers (Case: Mellat Bank)

This study extended the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB) and the trust factor to study the factors affecting the use of information technology and Internet banking in Iran, especially from Internet banking customers Mellat Bank of Iran has paid. Technology Acceptance Model by Davis (1986) is one of the theories that were attended by many researchers. He believed that two factors, customer perception of level of perceived benefit and ease of use, influence in shaping the customer and finally decided to use in practice have a new system. TPB model is also widely and extensive study about predicting human behavior with emphasis on personal and social roles and social systems of human behavior is concentrated. TPB is a cognitive theory of human behavior that focuses on predicting and understanding behavior is determined. Survey to include all Mellat Bank customers, was the bank's Internet banking services. The sample size in this study 95 percent of 377 people was considered desirable to return to the number, the number of questionnaires among 500 members elected branches was distributed in the sample. Findings from this study showed that variables of trust, ease of use, perceived usefulness on the attitude to perform the desired behavior (the use of Internet banking) had high impact and the one hand, these factors also directly to individual behavior the use of Internet banking services had an important role and attitude and subjective norms in individual intention to use of Internet banking service had a direct and positive impact. Trust factor as a primary factor in strengthening the individual intentions and plans to perform a particular behavior has been effective.