Examining the factors affecting willingness to use electronic banking: the integration of TAM and TPB models with electronic service quality (case study: Eghtesad Novin Bank)
Introduction: Understanding the factors that lead to the adoption of a technology and creating conditions under which information technologies are accepted are of the research studies. This means that the question of why people accept information technology and use it or, on the contrary, do not accept it and do not use it is of the most important issues. The aim of this study was to investigate factors affecting the willingness to use e-banking: the integration of TAM and TPB models with electronic service quality.
Model of the study: In this study, the combination of technology acceptance model and theory of planned behavior is used. Research also shows that technology has reaching impacts on quality of service, which means when customers are in direct interaction with technology; they have more control over their work and do their jobs more efficiently, and this is because they perceive services with more quality. If the quality of perception of e-services is not good, e-banking functions are not effectively exercised by the user or they do not have control over technology.
Conclusion: The results showed that the quality of banking services and perceived behavioral control have significant impact on the willingness of customers to use e-banking services. Electronic banking service quality has had significant effect on perceived behavioral control in the use of electronic banking services. Perceived behavior control in the use of electronic banking services has had a significant effect on subjective norms and attitudes of customers. Customers' understanding of the ease of use of e-banking systems has a significant impact on perceived usefulness and their attitude had.
Keywords: electronic banking, electronic service quality, customer