The influence E-Trust and Hedonic Motivation on theAdoption of E-banking and Its Determinants in Iran

A conceptual model of trust in e-banking is proposed with two main antecedents that influence customer’s trust: perceived security and perceived privacy. The antecedent variables are moderated by the perceived trustworthiness attributes of the bank, which includes benevolence, integrity and competence. Trust is being defined as a function of the degree of risk involved in the e-banking transaction, and the outcome of trust is proposed to be reduced perceived risk, leading to positive intentions towards adoption of e-banking. The relationship between e-trust and e-satisfaction is found to be significant as well. Components of etail quality have differing effects on e-satisfaction and e-trust. Evaluation of fulfillment/reliability influences e-satisfaction as well as e-trust. Website design positively influences e-satisfaction while security/privacy has a positive effect on e-trust. However, contrary to our expectation, responsiveness affects neither e-satisfaction nor e-trust. Managerial implications are provided following presentation of the findings.

کلیدواژه ها:

Perceived Usefulness ، Perceived Ease of Use ، E-trust