Analysis of the Relationship Between Value Perception and Constant Use of Mobile Banking Service

This paper aims to analyze the relationship between value perceptions، commitment، and intention to use mobile banking services. For this purpose، a model، consisting fourteen hypotheses، tested with regard to literature review. The statistical population of this research is mobile banking users in Mashhad، Iran. Convenience sampling applied in this study since there was not a certain database. The research tool is a Likert 5-points scale by which we gathered attitudes of 93 users of mobile banking. Structural equation modeling by SMART-PLS software package used to test the data. The results show that commitment to banking service provider، commitment to use mobile channel and intention to use mobile channel affect intention to use bank service provider positively and directly. They showed also that hedonic value influences it positively but indirectly.