The Effect of Customization, Price, Geographical Accessibility, Professional Knowledge and Interaction on Intent of Customers for Using Internet Banking Services in Iran

Abstract

Not all organizations and institutions are equally successful in employing electronic commerce. Thus it is necessary to conduct required studies so that we can create a favorable policy in relation to implementation and employment of electronic commerce and identify factors which facilitate its growth. Thus, the purpose of this study is to investigate the effects of customization, price, geographical accessibility, professional knowledge and interaction on intent of customers for using internet banking services in Iran. Totally, 400 questionnaires were distributed to university students, that 382 questionnaires were used for the final analysis, which the results from analysis of them based on simple linear regression show that customization, price, professional knowledge and interaction have a positive influence on Customers' Purchase Intent in Iran, except for geographical accessibility which was not confirmed in the case of our intended population.

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“…According to Alalwan et al (2017), users tend to compare the utilities received and the financial cost of using a new technology and increase their level of usage when they are rewarded with discounts. Ghalandari (2013) showed that price has a positive effect on the intention to use internet banking services, whereas Chaudary et al (2014) found that price has a positive significant relation with purchase intention. Phan and Mai (2016) further proved that price exercises a positive impact on purchase intention.…”