Purpose –The aim of this paper is to investigate the influence of online behavior of internet users on the adoption of internet banking in Iran. Design/methodology/approach – The samples used in this empirical study includes 560 persons who were among Iranian Internet users and completed the interactive questionnaires. The statistical analysis which has been used in regard to the dichotomous decision of adopting Internet Banking services was Logistic Regression. Findings – The results reveal that the use of internet for work or teamwork, selling or buying, finance activities or banking operations; and reading news have significant relevance to the Internet Banking adoption, but using the Internet with the purpose of having fun and entertainment and seeking commercial information do not have significant effect on Internet Banking acceptance. Also, it was found using Internet for reading news and hedonic goals have negative effect on accepting Internet Banking. Other purposes of using the Internet which were examined in this study had positive effect on Internet Banking adoption in Iran. Practical implications – The findings of this research provide several ideas for marketing of Internet Banking and for developing Internet Banking websites. Useful insights are provided for Internet Banking adoption; and costs reduction. Originality/value – The analysis is based on a random sample of Internet users in Iran which has rarely been discussed in previous literature. Also this is the first study to investigate the influence of Internet users’ behavior on Internet Banking adoption in Iran.
کلید واژگان :Internet Banking, Internet users’ behavior, Iran
ارزش ریالی : 500000 ریال
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