A study of mobile banking loyalty in Iran

The purpose of this paper is to explore barriers, the mediating role of usability and the moderating effects of personal innovativeness and subjective norms on consumers' attitudes towards use of mobile banking in Iran. Based on the consumer data collected through a survey, structural equations modeling (SEM) and path analysis were employed to test the research model. The results revealed that “system compatibility” was found to be the main factor affecting users' attitudes towards use of mobile banking. “Resistance” showed a significant negative effect on both ease of use and usefulness. “Perceived usefulness” mediated the relationship between ease of use and users' attitudes. At last, both subjective norms and personal innovativeness moderated the relationships between usefulness and attitude. The sample was only composed of mobile banking users and non-users were not studied. Past studies have seldom examined the role of individual drivers like personal innovativeness and social drivers like subjective norms as moderating variables in the context of developing countries.