Identifying Trust Factors of People in Mobile Banking and Assessing of their Influence

Mobile banking is one of the modern banking channels that has developed in recent years, and its application has stood the test of recent time, proving to be quite advantageous to both banks and customers. However, although a noticeable number of people have refused to use it, this study, while being an affirmative one, attempts to identify trust factors (of people) in mobile banking and explain the key role of trust in making mobile banking widely acceptable. In this research, which is an applied-descriptive one, the required samples were selected through questionnaires and distributed randomly among people living in Tehran, Iran. Out of all 2350 questionnaires, 2087 formed the volume of research sample. To analyze the data and test the assumption, SPSS software was used; in addition, PLS software was used to measure Structural Equation Modeling (SEM). Based on the results, compared to women, men had more trust in mobile banking. Further, certain factors, such as education level, field of study corresponding to Information Technology (IT) field, job and its characteristics, social influence, innovation, and knowledge, had positive effect on trust; on the contrary, factors such as age and risk perception had negative effect on trust.