Effective Behavioral Factors on Customers’ Intention to Use Mobile Banking Services (Case Study: Saderat Bank Branches of Mashhad)

Concurrent with the improvement of mobile technology and equipments in the world, many banks in Iran such as Saderat Bank have provided mobile access to financial information. The purpose of this research is to study effective behavioral factors on customers’ intention to use mobile banking services in Saderat Bank branches of Mashhad. This research in terms of purpose is scientific-applied and in terms of type is descriptive-survey research and the questionnaires have been distributed among 417 bank customers who have never used Saderat mobile banking services. The Proposed research model has been designed based on Decomposed Theory of Planned Behavior (DTPB) and a Structural Equation Modeling (SEM) approach of PLS has been used for consideration. This study has applied confirmatory factor analysis, experts’ point of view and Cronbach's alpha coefficient to verify the validity and reliability of the questionnaire. With regard to standardized loadings which are mostly above 0.5 and the overall reliability of the questionnaire is 0.92, it can be concluded that the questionnaire is valid and reliable. The results indicate that subjective norms, perceived behavioral control, age, education, mobile skill and all aspects of attitude except perceived usefulness and trail ability effect on customers’ behavioral intention to use mobile banking services.