摘要：This study aims at providing a hybrid model of mobile banking adoption in the banking industry
of Iran. Based on reviewing the models of technology adoption, the main effective factors were
divided into four general categories including personal, social, organizational and technological
factors. The population of the study consisted of the customers of public banks. With regard to the
infinity of the population, based on Morgan table, 384 customers were selected as the sample of the
study. A standard questionnaire was used to collect the required data for all the research variables.
The research hypotheses were tested using structural equation modeling and based on AMOS
software. The results show that some personal, social, organizational and technological factors have
a positive significant effect on perceived usefulness and perceived ease of use of mobile banking.
Perceived usefulness and perceived ease of use have a positive significant effect on the attitude
towards mobile banking. In addition, the positive significant effect of attitude towards the use of
mobile banking on the tendency to use mobile banking and vice versa was confirmed.
关键词：mobile banking; technology adoption Models; individual factors; social factors;
technological factors; organizational factors; perceived usefulness; perceived ease of use
