A Multi-dimensional Model of Acceptance of Mobile Banking

Document Type: Original Research


1 Assistant Professor of Marketing, Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran

2 MA of Business Administration, Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran


Factors affecting rejection or acceptance of emerging technologies such as mobile banking have caused a high interest in researchers and consumers. Yet, understanding the risks of this technology has remained unknown in this infrastructure. This study aims to investigate multi-dimensional effects of trust and risk factors on initial acceptance of mobile banking. Thus, after representing a theoretical background using applied research method and questionnaire, a multi-dimensional investigation of effects of trust and risk factors on initial acceptance of mobile banking has been represented. The statistical population consists of the customers who referred to branches of bank Saderat across Qazvin city, that sample size (385) was obtained using Cochran formula. To measure validity of questionnaire with referral to scholars, validity of questionnaire was confirmed through Lawshe's formula, and its reliability was obtained through Cronbach's alpha formula. The results of this study indicate that trust and risk factors from six different aspects affect initial acceptance of mobile banking. To investigate effects of research variables, methods of inferential statistics including SPSS and LISREL software have been used. The results of research indicated that ninth hypothesis among 10 hypotheses was not confirmed.


Ashfaei, M. S. and Sheykhani, S. (1998). “Bank cards and how to use them in the Islamic Republic of Iran”, Institute for Monetary and Banking Studies.
Behbodi, M. AbediniKashksaray, A.JalilvandShirkhanytabar, M. (2013). “Acceptance of Mobile banking by customers of Iranian banks”, Journal of Marketing Management, No. 18.
D.H. D.H. McKnight, N.L. Chervany. (2003)," What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology", International Journal of Electronic Commerce, No. 6 (2), pp.296–315.
Khaki, GR. (2003). “The dissertation research approach, Baztab publication, second edition,
Laukkanen, T. (2007). “Internet vs mobile banking: comparing customer value perceptions”, Business Process Management Journal, 13 (6), pp. 788-97.
Lee Kun Chang, Chung Namho, (2009). “Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective”, Interacting with Computers, No.21, pp.385–392.
Lewis, B.R. and Bingham, G. (1991). ‘Service quality: an international comparison of bank customers’ expectations and perceptions’, Journal of Marketing Management, No. 7, pp. 3-11.
Lockett A., Littler D. (1997). "The adoption of direct banking service". Journal of Marketing Management, Vol.13, No.8, pp.791-811.
M. Suoranta, M. Mattila, J. Munnukka, (2007). "Technology-based services: a study on the drivers and inhibitors of mobile banking", International Journal of Management and Decision Making, Vol. 6, No.1, pp.33–46.
Man Yeung Kit, (2006). “Factors affecting Customer’s Trust in Online banking”, Requirement for the Degree of Bachelor of Business Administration (Honours), School of Business, Hong Kong Baptist University.
Naeyang, J.,Youngsang, Y. Tae-Young, H. (2009), “Moderating effect of personal innovativeness on mobile- RFID services: Based on Warshaw's purchase intention model”, Technological Forecasting & Social Change, Vol.76, pp.154–164.
Okonkwo, Ikechukwu. (2012). "Behavioral Intention to Adopt Internet Banking", Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
Wati, Yulia. et al. (2009). "An Empirical Analysis of End-User Satisfaction toward E-Banking in Indonesia (A Comparison Model of ATMs, Internet Banking and Mobile Banking". AMCIS 2009 Proceedings1. Paper 30. Pp.514-526.
Xin Luo, Han Li, Jie Zhang, J.P. Shim, (2010), " Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services", journal homepage: www.elsevier.com/ locate/dss, pp. 222-234.
YousafzaiShumaila Y., Pallister John G., Foxall Gordon R., (2003)," A proposed model of e-trust for electronic banking", Technovation, Vol. 23, pp.847–860.
Zhou Tao, Lu Yaobin, Wang Bin, (2010), “Integrating TTF and UTAUT to explain mobile banking user adoption”, Computers in Human Behavior, Vol.26, pp.760–767.