Evaluation of Effective Factors on Customers‟ Intention in Using Electronic Bank Services through Integration of TAM and TRA Models and Introducing a Hybrid Model (Case Study: Private and Public Banks in Rasht City)

In this study, the affect of effective factors on the customers‟ interest in electronic banking services according to TAM and TRA integrated models was studied while adding a variable in banking industry called “perceived security“. To collect data to test the hypotheses, 384 questionnaires were distributed among customers. To analyze the data and test the hypotheses, the multiple regression method was used. The results of the study show that three factors affect the customers‟ way of thinking called perceived ease of use, perceived usefulness and perceived security. The second analysis also showed that attitude and Subjective Norms affect the customers‟ intention to using the electronic banking services. This way all the hypotheses were proven right.

Electronic banking system, Technology Acceptance Model, Theory of Reasoned Action