Volume 19, Issue 3 (9-2024)
J. Mon. Ec. 2024, 19(3): 325-359 |
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Mohammadbeigi S. The Impact of Customer Behavioral Factors on Digital Banking Decisions. J. Mon. Ec. 2024; 19 (3) : 3
URL: http://jme.mbri.ac.ir/article-1-678-en.html
URL: http://jme.mbri.ac.ir/article-1-678-en.html
Imam Khomeini educational & research institute
Abstract: (1500 Views)
This study investigates the impact of customer behavioral factors on digital banking decisions by integrating key constructs from the Technology Acceptance Model (TAM) with trust theory and social influence. A cross-sectional, questionnaire-based survey collected data from 550 digital banking users across major urban regions in Isfahan. The analysis utilized descriptive statistics, multiple regression, and structural equation modeling (SEM) to examine the relationships between perceived ease of use, perceived usefulness, trust, social influence, and digital banking adoption. Findings indicate that perceived usefulness and perceived ease of use are the strongest predictors of digital banking decisions, while trust and social influence also exhibit significant positive effects. Collectively, these factors explain approximately 42% of the variance in digital banking adoption, underscoring the multifaceted nature of customer decision-making in this domain. The study contributes to both theory and practice by extending the TAM framework to include relational constructs such as trust and social influence, thereby offering a more comprehensive model of digital banking adoption. Practical implications for financial institutions include the need to enhance platform usability, implement robust security measures, and leverage positive social endorsements to improve customer engagement. These insights provide a valuable roadmap for optimizing digital banking strategies in an increasingly competitive market.
Article number: 3
Keywords: Digital Banking, Customer Behavior, Technology Acceptance Model, Trust, Social Influence, Digital Adoption.
Type of Study: Original Research - Case Study |
Subject:
Economics
Received: 12 Feb 2025 | Accepted: 1 Jul 2025 | Published: 1 Jul 2025
Received: 12 Feb 2025 | Accepted: 1 Jul 2025 | Published: 1 Jul 2025
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