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Investigating the Factors Influencing the Trust to Mobile Banking Services

Bakhshi, Fatemeh | 2019

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 52722 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Kiamehr, Mahdi
  7. Abstract:
  8. Although electronic banking service has been introduced in Iran for more than a decade، today half of the people who go to the physical bank branches are the ones can do their affairs via e-banking. The banks’ managers attribute the main reason for these unnecessary travels to insufficient trust towards e-banking systems. One of the important tools in this regard is mobile banking which is prevailing around the world، however it has not prevailed enough in Iran. This research has tried to investigate the cognitive and non-cognitive dimensions of trust to mobile banking. The data for this research has been collected from users of mobile bank service who have filled the online research questionnaire، then analyzed via bootstrapping in Smart PLS software. The results show that trust to the bank itself، structural assurance and situational normality (institutional trust dimensions) are the most significant antecedents of people’s trust to mobile bank service، which is consistent with previous results about online trust. This survey principally developed the literature about online trust and according to the results، implementing the promising rules and announcing them by some special institutions such as central bank، Ministry of Economic Affairs and Finance and Iranian Cyber police could lead to the increase of peoples’ trust to the mobile banking service. Furthermore، banks’ attempts in improving the performance of their physical branches could also be another factor to attract peoples’ trust
  9. Keywords:
  10. Trusting Intention ; Trust Propensity ; Ability ; Integrity ; Benevolence ; Situational Normality ; Structural Assurance

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