Analysis of Factors Affecting Internet Banking Acceptance

The present study evaluates the acceptance of internet banking by customers using Davies technology acceptance model. The research method used is descriptive and correlational. The target population is those who have accounts in Parsian Bank branches in Mazandaran province. Sampling method was available and 164 customers of Parsian Bank branches were selected and questionnaires were distributed among them. Data were analyzed using Pearson correlation test and Friedman rank test. In this study, the relationship between external factors variables (intensity of web use, range of innovation, prior internet shopping experience, satisfaction with traditional bank branches and satisfaction with ATMs), perception of ease of use, perception of usefulness and trust in acceptance Internet banking was measured by customers. In the present study, by examining the relationship between internet banking and the factors affecting its acceptance, it was concluded that among the various influencing factors, the most important factor is external factors.Then, trust, perceived ease, and ultimately perceived usefulness have the most to least relationship with internet banking