• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

Year: 2016, Volume: 9, Issue: 1, Pages: 1-8

Original Article

Investigating the Effect of Personality Traits, Subjective Norms and Perceptions of Customers on using Internet Banking


Background/Objectives: To evaluate the effect of factors such as character traits, norms and perceptions of customers on the use of internet banking. Methods/Statistical analysis: This research is an analysis-application one in which the customers of Bank Saderat of Guilan Province located in north of Iran was selected as population and sample consisted of 384 clients as statistic sample. The data collection tools are also standard questionnaire that collected and were analysed through two software SPSS and PLS. Findings: The results showed a positive and significant impact “generosity, usefulness, ease of use, security and environmental interest in the use of internet banking”. The mediation role of the security in relationship between “usefulness-use of internet banking” and “Easiness - use of internet banking” and the role of usefulness mediation in conjunction with “Ease of Use - Internet banking Usage” and “Ease of Use - Security” were approved. Application/Improvements: As the Iran’s banking method is different from the world’s banks, this research result can be useful for them to achieve their strategic goals on the verge of fundamental changes. 

Keywords: Internet Banking, Perceived Security, Personality Traits, Subjective Norms, Usability 


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