Simulation of Technology Acceptance Model in Iran Banking using System Dynamics Modeling Approach (Case study: Refah Bank)

Acceptance of a technology by users is one of the most important factors for its success. In the case of weak acceptance or rejection of a technology by its users، system capabilities are reduced and the resources become waste. Additionally، the acceptance of a new technology does not happen at once. However it is a process that takes place over a long time period and its success is dependent on its Continuous usage. In this article، along with a review of literature on technology acceptance models and considering Technology Acceptance Model (TAM) variables، new variables such as customers’ habits and awareness، to which less attention is paid، have been added. Then، in order to have a better understanding of influencing variables and the present dynamism، by using dynamic modeling system and drawing Causal loop diagrams (CLD)، a dynamic TAM is presented and finally a simulation is performed. Simulation results show that in order to increase the level of acceptance in electronic banking، the first step is to make the users aware of electronic banking system and its benefits to reduce their resistance toward using new banking system and technology.