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Purpose – The purpose of this paper is to explore barriers, the mediating role of usability and the moderating effects of self-efficacy and perceived image on consumers’ attitudes toward use of mobile banking (MB) in Iran. Design/methodology/approach – Based on the consumer data collected through a survey, structural equations modeling and path analysis were employed to test the research model. Findings – The results revealed that “system compatibility” was found to be the main factor affecting users’ attitudes toward use of MB. “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, contrary to self-efficacy which showed no significant effect, perceived image moderated the relationships between usefulness and attitude. Research limitations/implications – The sample was only composed of MB users and non-users were not studied. Originality/value – Past studies have seldom examined the role of individual drivers like self-efficacy and social drivers like perceived image as moderating variables in the context of developing countries.
Hossein Mohammadi (2015) studied this question.