Author:
Nikghadam Hojjati Sanaz,Reza Rabi Ali
Abstract
PurposeThe aim of this paper is to investigate the influence of online behavior of internet users on the adoption of internet banking in Iran.Design/methodology/approachThe samples used in this empirical study include 560 persons who were among Iranian internet users and completed the interactive questionnaires. The statistical analysis which has been used in regard to the dichotomous decision of adopting internet banking services was logistic regression.FindingsThe results reveal that the use of the internet for work or teamwork, selling or buying, finance activities or banking operations, and reading news, has significant relevance to the internet banking adoption, but using the internet with the purpose of having fun and entertainment and seeking commercial information does not have a significant effect on internet banking acceptance. Also, it was found that using the internet for reading news and hedonic goals has a negative effect on accepting internet banking. Other purposes of using the internet which were examined in this study had a positive effect on internet banking adoption in Iran.Practical implicationsThe findings of this research provide several ideas for the marketing of internet banking and for developing internet banking web sites. Useful insights are provided for internet banking adoption and costs reduction.Originality/valueThe analysis is based on a random sample of internet users in Iran which has rarely been discussed in previous literature. Also this is the first study to investigate the influence of internet users' behavior on internet banking adoption in Iran.
Subject
Strategy and Management,General Economics, Econometrics and Finance,Business and International Management
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