چکیده مقاله
Due to the widespread and rapid growth of e banking services, e trust as a key factor of the business environment has become more important which can impact on the customers’attitudes and use of e banking This study aimed to identify factors affecting customers’ etrust in the e banking of Mellat Bank Present research seeks to answer these questions that what are the e trust creating factors, what are the affecting factors on e trust, and affectedfactors by e trust in Mellat Bank e banking Accordingly, the e trust theoretical literature has been reviewed and the conceptual model is designed The data are collected through 318 customers of Mellat Bank e banking and the conceptual model is tested using structuralequation modeling Results of model testing show that e trust is affected by both individual and banking factors Moreover, Findings indicate that in addition to the effect of e trust on customers’ attitudes toward e banking services, e trust has a direct effect on behavioral intention to use and customers’ actual use of Mellat Bank e banking services
کلیدواژهها
نویسندگان
Farid Saeedi
Department of Industrial Management, Persian Gulf University, Bushehr, Iran
Samaneh Raeesi Nafchi
Department of Business Management, Persian Gulf University, Bushehr, Iran
شیوه ارجاع
Saeedi, Farid and Raeesi Nafchi, Samaneh,1392,Developing a Model to Assess the E-trust of Customers in E-banking Services ,(Case Study: Mellat Bank,7th International Conference on e- Commerce whit focus on e-Security,Kish Island
ارائهشده در
مجموعه مقالات هشتمین کنفرانس بین المللی تجارت الکترونیک با رویکرد بر اعتماد الکترونیکی4 اردیبهشت 1393 · مشهد