Adoption of Internet Banking by Iranian Consumers: An Empirical Investigation

This study was conducted to develop an understanding of Iranian customer's attitude and adoption of Internet banking services. Through using data from a questionnaire survey; demographic, attitudinal and behavioral characteristics of Internet banking users and non-users of Mellat bank customers from governmental sector are examined. The results revealed significant differences between demographic profiles and attitudes of users and non-users groups. The majority of the customers are very comfortable and willing to use Internet banking services. Branch counter was the most frequently adopted channel. The security concerns, lack of technological knowledge and awareness stand out as being obstacles to the adoption of Internet Banking (IB) services. The present study provides a set of factors that are perceived to have impact on IB adoption, baseline data for further research and an updated account of the Internet banking behaviors of Iranian customers.