Identifying Factors Affecting on Acceptance of Mobile Banking in Customer Point of View(Case Study: Parsian Customers Bank in Tehran)

E-banking is an innovation which has well developed through the extensive ICT (Information and Communication Technology) evolution. Banks tendency toward e-banking and providing new financial services has greatly helped e-commerce to grow in size. Mobile banking is one the modern electronic distribution channel, which is used by highly technology dependent banks; and increase convenience and value-added for both customers and banks. Despite the undeniable importance of e-banking and mobile banking, there is a point that has been neglected in our country: customers’ acceptance and adaptation with this modern technology, and leaving traditional procedures. In other words, unless this technology develops along with changes in customers’ attitudes, banks need to spend a lot on marketing and promotion to provoke the customers to use new financial services. The object of this research is to identify and prioritize effective factors on the application of mobile banking technology.Pikarainen technology acceptance model is used as the conceptual model of this research. Furthermore, questionnaire is used to collect data from Parsian bank customers (sampled randomly from mobile banking users and non-users). Effective variables are recognized through using Logistic Regression Test. Effective variables on mobile banking application, in respect of priority, are perceived security, perceived pleasure and communication quality. Finally, suggestions are made according to these results.