Impact of Attitude on Adoption Intention Based Upon Customers Behavior Mobile Banking

the present study aimed to examine the causal relationship of "convenience," "ubiquitous," "relative advantage," and "adoption Intention" with mediating role of attitude toward adoption among Agriculture Bank customers in Iran. A sample of ۳۵۲ customers (۱۸۷ female and ۱۶۵ male) were selected, applying the method of availability sampling as participants in this study. Participants completed the scales of convenience, ubiquitous, relative advantage, adoption intention, and attitude toward adoption. Data analyzed by using Pearson correlation coefficient and path analysis. There was a significant positive relationship between conveniences, ubiquitous, relative advantage, adoption intention, and attitude toward adoption. The proposed conceptual model's finding supported the influence of variables convenience, ubiquitous, relative advantage, and attitude toward adoption-on-adoption intention.

کلیدواژه ها:

Mobile Banking ، Accept Innovation ، Value ، Behavior Customer ، path Analysis