Determinants of Consumer Behavior in Iran Using e-Banking Services

Nowadays, computers, telecommunications, and internet are simultaneously used to provide e-Services such as banking and financial e-Services. In spite of the development of technological innovation and e-Services, the lack of acceptances of e-Service by consumers is one of the main challenges in developing e-Banking system. Development and implementation of a comprehensive e-Banking service requires suitable training of consumers to overcome consumer's resistance against the changes. The acceptance of innovations depends on the consumer's tendency to use them and also the compatibility of the innovations with their behavior. This paper considers the factors affecting the behavior of consumers in using e-Banking services (willingness, personnel contact/backup, personal capacity, relative advantage, and perceived risk) to promote the success of Iranian banks in the area of electronic banking.