Analysis and study of the evolutionary trend of regional and national components affecting the acceptance of electronic banking services by customers in the metropolis of Tehran

Today, the banking industry in its competitive environment has been forced to change the course of its activities from traditional to electronic banking. The advantages of this technology in cost, time and access method to provide services were able to gain the trust of customers. The present study seeks to explain the evolutionary process of customer components in accepting electronic banking services. The present study is in the field of developmental research in terms of purpose. In this mixed research, research data have been analyzed by content analysis method. The collected data were analyzed through in-depth interviews with banking experts in the qualitative section with Max Kyoda software. After using the content analysis technique in identifying dimensions and concepts, the relationships between them and the conceptual model are extracted. In this section, "trust in the bank", "perceived security", "ease of use" as dimensions affecting "perceived risk" and "perceived utility", "community impact" and "knowledge and awareness" as Dimensions affecting "behavioral intentions" are known. Then, in a small part, this model has been evaluated using the opinions of e-banking customers. The results of structural equation model analysis using PLS software have shown that among the defined relationships, "knowledge and awareness" has the least effect and "perceived utility" has the highest effect on "behavioral intentions". Meanwhile, "perceived risk" is defined as an independent variable in this model. Finally, in accordance with these findings, the necessary strategies and solutions to improve customer acceptance of e-banking services are presented.