Middle-East Journal of Scientific Research 12 (6): 801-807, 2012

ISSN 1990-9233
© IDOSI Publications, 2012
DOI: 10.5829/idosi.mejsr.2012.12.6.2536

The Effect of Performance Expectancy, Effort Expectancy,

Social Influence and Facilitating Conditions on Acceptance of
E-Banking Services in Iran: the Moderating Role of Age and Gender

Kamal Ghalandari

Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

Abstract: Today people increasingly need banking services. People expect more and faster services with
higher quality; so attracting new customers and retaining current ones requires an efficient and effective
management at all aspects of banks with emphasis on marketing management. Thus, the purpose of this paper
is to investigate the effects of performance expectancy, effort expectancy, social influence and facilitating
conditions on acceptance of e-banking services in Iran by considering the role of age and gender. Totally,
350 questionnaires were distributed to customers of Bank Melli, that 310 questionnaires were used for the final
analysis, which the results from analysis of them based on simple linear regression show that all four variables
i.e. performance expectancy, effort expectancy, social influence and facilitating conditions had a positive and
significant effect on users' behavior and intention to use e-banking services and variables of age and gender
moderated the relationships between these variables. Therefore in order to achieve effective acceptance of
e-banking services, extensive, attractive and insightful activities should be done to raise users' awareness of
these advantages and e-banking services should be designed in a way that users face no problems while using
them. Also with respect to positive and significant effect of facilitating conditions on using e-banking services,
it is recommended that infrastructure e.g. computers and high-speed and affordable internet required in this field
is provided to all social classes.

Key words: Acceptance of E-Banking Services Effort Expectancy Facilitating Conditions Performance
Expectancy Social Influence

INTRODUCTION their banking jobs in any time and place, but also it has
the advantage of cost reduction and increased
Electronic commerce consists of every type of productivity for banks [3]. Despite of this, not all
business and\or economic activity being conducted organizations and institutions are equally successful in
through electronic communications. Business means all employing electronic commerce. Thus it is necessary to
activities which lead to value creation in relationship with conduct required studies so that we can create a favorable
customers and suppliers [1]. Emergence of information policy in relation to implementation and employment of
technology (IT) has influenced many industries e.g. electronic commerce and identify factors which facilitate
banking one. Electronic services are provided to its growth [4].
customers via electronic channels such as ATMs, Iran, similar to my other countries has witnessed a
telephones, PCs, internet and recently mobile phones. fast growth of ICT during recent years which in turn has
Today IT provides many services online and many resulted in fundamental transformations in banking
customers have access to online services [2]. Internet system of this country. Providing such services as
banking also means to provide banking services through telephone bank, satellite current accounts, debit cards and
internet and facilities of this network [3]. Internet offers sales terminal systems to customers are considered as
many advantages both for banks and its customers. some results of these transformations. But in this context,
Using this technology, customers not only can perform one of the main concerns of technology management

Corresponding Author: Kamal Ghalandari, Department of Business Management, Qazvin Branch,

Islamic Azad University, Qazvin, Iran. Mob: +98-9141885288.
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particularly in e-banking field is acceptance of it by significant factors. DeLone and McLean [17] studied the
target groups. If technology is not used, it cannot be way of addressing e-commerce by IS using an up-to-date
effective despite all of its technical merits and capabilities, model built upon their previous model by adding service
thus the issue of acceptance of technology by people quality to dimensions of information quality and system
has drawn significant attention [5]. Understanding the quality already existed in their model [17]. They
reason for acceptance or non-acceptance of new recommended that success of IS to address users
technologies by people is one of the greatest challenges demands can be evaluated by two measures of intention
[6]. Thus it seems that decision makers from financial to use and usage behavior. Their model was used by
organization initially require understanding factors Wang and Liao [18] in evaluation of a G2C system.
encouraging users to exploit e-services instead of UTAUT was adopted by Yeow and Benjamin [19] in their
referring to traditional methods in a correct way. study on behavioral intention to use e-banking services
According to the above-said, present study aims to in Malacca and Kuala Lumpur using intercepts and
identify factors influencing acceptance of e-banking snowball method. Included in their study also were
service by customers and for this purpose UTAUT was performance expectancy, effort expectancy, social
used as the newest and most comprehensive model influence and facilitating conditions from UTAUT model
proposed in this field to answer the question that why and anxiety, attitude towards using e-banking services,
some users do not exploit e-banking services despite perceived credibility and self-efficacy. They found a high
availability of them. level of behavioral intention in their subjects and also
concluded that performance expectancy and attitude
Literature Review: TRA, TPB, TAM and IDT address the towards using e-banking services influenced intention of
way technologies are accepted by users. Ajzen and using e-banking services.
Fishbein [7] developed TRA which argued that intention
determined behavior and attitude influenced this intention Performance Expectancy: Performance expectancy is the
and in turn behavior. Based on TPB proposed by Ajzen degree to which an individual believes that using the
[8], acceptance of a technology or system is influenced by system will help him or her to attain gains in job
behavioral, normative and control beliefs. The first leads performance. According to the fact that this model is a
to an attitude towards a certain behavior. Second one combination of previous ones, five factors from previous
creates a perception on the social obligation to show that models helped in formation of performance expectancy
certain behavior and third one is associated with the variable consisting of perceived usefulness (technology
control perceived over that behavior. Together these acceptance models), external motivation (motivational
three beliefs lead to emergence of a certain behavior. model), job fit (PC utilization model), relative advantages
TAM derived from TRA intends to clarify behavior of (innovation diffusion theory ) and outcome expectations
computer utilization [9] and has frequently been used by (social cognition theory) [6, 15, 20].
scholars in the field of user acceptance. Some example
works are those of Chen et al. [10], Gefen et al. [11] and Effort Expectancy: Effort expectancy is the extent of
Moon and Kim [12]. According to TAM, perceived convenience perceived for using system. Similar
usefulness and perceived ease of use determine constructs in other models and theories from semantic
acceptance of a system by a user. Using IDT, Rogers [13] viewpoints are: perceived ease of use (technology
argued that acceptance of a technology by users is acceptance model), complexity (PC utilization model and
influenced by such characteristics as complexity, relative innovation diffusion theory) [6, 15, 20].
advantage, compatibility, trialability and observability
related to that technology. Also some measures were Social Influence: Venkatesh et al. [15] stated that by
developed to evaluate these characteristics [14]. social influence, they meant the degree to which an
UTAUT is a comprehensive model proposed by individual perceives that other ones are important to
Venkatesh et al. [15] in relation to user acceptance. It was him/her in using new system. Constructs of subjective
produced by combining eight models. Also Sang et al. norms (rational action theory, planned behavior theory,
[16] developed a model combining TAM, extended TAM, decomposed planned behavior theory and technology
IDT and trust. Their model explained acceptance and acceptance model 2), social factors (PC utilization model)
using of e-government in Cambodia. Quality of service and image (innovation diffusion theory) were influential
and web site design was not regarded by them as in formation of this variable.

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Fig. 1: The conceptual model for research

Facilitating Conditions: Variable of facilitating conditions H3: The social influence has a significant effect on users'
refers to the extent to which an individual perceives that behavioral intention.
technical and organizational infrastructure required to use
intended system are available. This definition covers H4: The facilitating conditions have a significant effect on
constructs of perceived behavioral control (planned users' behavior.
behavior theory and decomposed planned behavior
theory), facilitating conditions (PC utilization model) and H5: The users' behavioral intention has a significant
adaptability (innovation diffusion theory) [6, 15, 20]. effect on users' behavior.

Ge and Gender: Also Venkatesh et al. [15] argued that H6: Age and gender will moderate the relationship
variables of age, gender, experience and free choice between performance expectancy and users' behavioral
moderated the relationship between independent and intention.
dependent variables.
H7: Age and gender will moderate the relationship
Research Hypothesis: Though UTAUT is nearly new between effort expectancy and users' behavioral intention.
among theories proposed in the field of technology
acceptance but validity and reliability of this model has H8: Age and gender will moderate the relationship
been demonstrated for studies on technology acceptance between social influence and users' behavioral intention.
in various contexts [15, 21, 22, 23]. Also as argued by
Gupta et al. [24], UTAUT is a valid model to understand H9: Age and gender will moderate the relationship
acceptance and successful usage of ICT in developing between facilitating conditions and users' behavior.
countries [24]. Above reasons motivated researchers to Therefore, based on the hypothesis, Figure 1 is a
use UTAUT as the theoretical model of present study. conceptual model to this study.
Of course, with respect to the fact that using e-banking
services is completely optional and also present study MATERIALS AND METHODS
was a cross-sectional one, moderating variables of free
choice and experience were not considered in present Data Collection and Analysis
research. Figure 1 shows the conceptual model of present Questionnaire Design: In present research, questionnaire
study. Research hypotheses formulated within the was used to collect data. Based on this, a standard
above-mentioned conceptual model framework are as questionnaire developed by Al-Awadhi and Morris [25]
follows: was used to evaluate constructs of performance
expectancy, effort expectancy, social influence, facilitating
H1: The performance expectancy has a significant effect conditions and behavioral intention and Moon and Kim
on users' behavioral intention. [12]'s questionnaire was used to estimated variable of
behavior. Research questionnaire consisted of 2 sections
H2: The effort expectancy has a significant effect on i.e. demographic questions and main question totally
users' behavioral intention. including 37 items in such a way that four items were

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related to section 1 and 33 items were related to section Data Analysis: In order to test 5 research hypotheses,
2 and main questions were responded using 5-point Liker considering to significance values and t-value in original
scale (from completely disagree to completely agree). regression analysis table, it is judged that if sig. value is
Content validity was used to determine validity of less than research error coefficient value, i.e. 0.05 and also
questionnaire. Primary draft of questionnaire was t-value is more than 1.96 or less than -1.96, then the
prepared by reviewing literature and was assessed by related hypothesis will be supported with a CI confidence
experts. As a result of the latter process some intervals of 95%.
modifications were recommended and after applying them, Also in order to identify moderating role of
final questionnaire was prepared. Reliability of emotional intelligence in hypotheses 6 to 9, research
questionnaire was calculated using SPSS software and hypotheses will be judged employing hierarchical
Cronbach was obtained as 93.2 %. multiple regression in 2 blocks. For each phase, R2 is
calculated and variance extension ( R2) is estimated
Research Sample: In present research, information was using R2 from previous phase. In each R phase, 2
R 2

collected in October 2012 and statistical population of represent the influence of the variable being introduced
present research consisted of all customers of Bank to the analysis in the same phase. In each phase, R2 will
Melli at Tehran city. According to Krejcie and Morgan’s be significant if introducing of variables in each phase
[26] table, Sample size would be 300, but considering the leads to increase in R2 and decrease in standard error
probable cases in which questionnaire are filled out which in that case moderating role of the newly
wrongly or not returned, 350 questionnaires were introduced variable i.e. emotional intelligence is
distributed among them 310 ones were used. demonstrated.

Table 1: Results of original regression analysis table

Unstandardized Coefficients Standardized Coefficients
--------------------------------- -------------------------------
Hypothesis Independent Variable Dependent Variable B Std. Error Beta t Sig.
1 Performance Expectancy Behavioral Intention 1.910 .162 .478 11.777 .000
.358 .050 7.208 .000
2 Effort Expectancy Behavioral Intention 2.498 .097 .425 25.853 .000
.170 .027 6.202 .000
3 Social Influence Behavioral Intention 2.623 .084 .397 31.241 .000
.162 .028 5.724 .000
4 Facilitating Conditions Users' Behavior 2.684 .156 .184 17.148 .000
.134 .054 2.481 .014
5 Behavioral Intention Users' Behavior .615 .323 .499 1.904 .059
.794 .104 7.625 .000

Table 2: Results of hierarchical multiple regression analysis

Change Statistics
--------------------------------------------------------
Hypothesis Variable Model R R Square Adjusted R Square Std. Error of the Estimate R Square Change F Change Sig. F Change
6 Age 1 .478a .229 .225 .502 .229 51.951 .000
2 .665b .442 .436 .429 .213 66.459 .000
Gender 1 .478a .229 .225 .502 .229 51.951 .000
2 .841b .707 .704 .310 .479 284.675 .000
7 Age 1 .425a .180 .176 .518 .180 38.469 .000
2 .670b .449 .442 .426 .268 84.712 .000
Gender 1 .425a .180 .176 .518 .180 38.469 .000
2 .839b .704 .700 .312 .523 307.301 .000
8 Age 1 .397a .158 .153 .525 .158 32.764 .000
2 .689b .475 .469 .416 .317 105.247 .000
Gender 1 .397a .158 .153 .525 .158 32.764 .000
2 .838b .702 .698 .313 .544 317.218 .000
9 Age 1 .184a .034 .028 .894 .034 6.157 .014
2 .256b .065 .055 .882 .031 5.836 .017
Gender 1 .184a .034 .028 .894 .034 6.157 .014
2 .551b .304 .296 .761 .270 67.389 .000

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RESULTS AND DISSCUSIONS and also decrease in standard error of estimation from
0.502 to 0.310 it can be concluded that gender variable can
Hypothesis Testing play a moderating role between 2 variables of performance
Hypothesis 1: Findings of original regression analysis expectancy and users' behavioral intention, thus this
table (t-value = 7.208; sig = 0.000) in relation to hypothesis hypothesis is supported.
1 show that performance expectancy has a significant
effect on users' behavioral intention; Thus hypothesis 1 Hypothesis 7: A) According to results from hierarchical
is supported. regression, R2 for first phase in which effort expectancy
was introduced in equation equaled 0.180 and then by
Hypothesis 2: Findings of original regression analysis introducing age in second phase R2 value for these two
table (t-value = 6.202; sig = 0.000) in relation to hypothesis variables equaled 0.449 and R2 for age variable was
2 show that effort expectancy has a significant effect on 0.268. According to increase in from 0.180 to 0.449 and
users' behavioral intention; Thus hypothesis 2 is also decrease in standard error of estimation from 0.518 to
supported. 0.426 it can be concluded that age variable can play a
moderating role between 2 variables of effort expectancy
Hypothesis 3: Findings of original regression analysis and users' behavioral intention, thus this hypothesis is
table (t-value = 5.724; sig = 0.000) in relation to hypothesis supported.
3 show that social influence has a significant effect on
users' behavioral intention; Thus hypothesis 3 is B) According to results from hierarchical regression, R2
supported. for first phase in which effort expectancy was introduced
in equation equaled 0.180 and then by introducing gender
Hypothesis 4: Findings of original regression analysis in second phase R2 value for these two variables equaled
table (t-value = 2.481; sig = 0.014) in relation to hypothesis 0.704 and R2 for gender variable was 0.523. According to
4 show that facilitating conditions have a significant increase in from 0.180 to 0.704 and also decrease in
effect on users' behavior; Thus hypothesis 4 is standard error of estimation from 0.518 to 0.315 it can be
supported. concluded that gender variable can play a moderating role
between 2 variables of effort expectancy and users'
Hypothesis 5: Findings of original regression analysis behavioral intention, thus this hypothesis is supported.
table (t-value = 7.625; sig = 0.000) in relation to hypothesis
5 show that users' behavioral intention has a significant Hypothesis 8: A) According to results from hierarchical
effect on users' behavior; Thus hypothesis 5 is regression, R2 for first phase in which social influence was
supported. introduced in equation equaled 0.158 and then by
introducing age in second phase R2 value for these two
Hypothesis 6: A) According to results from hierarchical variables equaled 0.475 and R2 for age variable was
regression, R2 for first phase in which performance 0.317. According to increase in from 0.158 to 0.475 and
expectancy was introduced in equation equaled 0.229 and also decrease in standard error of estimation from 0.525 to
then by introducing age in second phase R2 value for 0.416 it can be concluded that age variable can play a
these two variables equaled 0.442 and R2 for age variable moderating role between 2 variables of social influence
was 0.213. According to increase in from 0.229 to 0.442 and users' behavioral intention, thus this hypothesis is
and also decrease in standard error of estimation from supported.
0.502 to 0.429 it can be concluded that age variable can
play a moderating role between 2 variables of performance B) According to results from hierarchical regression, R2
expectancy and users' behavioral intention, thus this for first phase in which social influence was introduced in
hypothesis is supported. equation equaled 0.158 and then by introducing gender in
second phase R2 value for these two variables equaled
B) According to results from hierarchical regression, R2 0.702 and R2 for gender variable was 0.544. According to
for first phase in which performance expectancy was increase in from 0.158 to 0.702 and also decrease in
introduced in equation equaled 0.229 and then by standard error of estimation from 0.525 to 0.313 it can be
introducing gender in second phase R2 value for these concluded that gender variable can play a moderating role
two variables equaled 0.707 and R2 for gender variable between 2 variables of social influence and users'
was 0.479. According to increase in from 0.229 to 0.707 behavioral intention, thus this hypothesis is supported.

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Hypothesis 9: A) According to results from hierarchical consistent with that of Davis et al. [6], Venkatesh et al.
regression, R2 for first phase in which facilitating [15] (UTAUT), Gupta et al. [24], Chang et al. [5],
conditions was introduced in equation equaled 0.034 and Al-Awadhi and Morris [25] and Al-Shafi and Weerakkody
then by introducing age in second phase R2 value for [27].
these two variables equaled 0.065 and R2 for age variable Third, results suggested significant and positive
was 0.031. According to increase in from 0.034 to 0.065 effect of social influence on users' behavioral intention to
and also decrease in standard error of estimation from use e-banking services; this result is contrary to that of
0.894 to 0.882 it can be concluded that age variable can Carlsson et al. [28]. Also results obtained from data
play a moderating role between 2 variables of facilitating analysis for H4 suggested significant and positive effect
conditions and users' behavior, thus this hypothesis is of facilitating conditions on users' behavior in relation to
supported. use e-banking services. Thus it seems necessary to
provide required resources, information and also
B) According to results from hierarchical regression, continuous support to encourage users to employ
R2 for first phase in which facilitating conditions was services consistent with their life styles. It seems that this
introduced in equation equaled 0.034 and then by result confirms that of Ajzen [8], Thompson et al. [29],
introducing gender in second phase R2 value for these Taylor and Todd [30], Venkatesh et al. [15], Gupta et al.
two variables equaled 0.304 and R2 for gender variable [24], Chang et al. [5], Al-Awadhi and Morris [25] and
was 0.270. According to increase in from 0.034 to 0.304 Al-Shafi and Weerakkody [25].
and also decrease in standard error of estimation from Finally moderating roles of age and gender were
0.894 to 0.761 it can be concluded that gender variable can observed for the relationships between performance
play a moderating role between 2 variables of facilitating expectancy, effort expectancy and social influence and
conditions and users' behavior, thus this hypothesis is users' behavioral intention. This result is consistent with
supported. that of Venkatesh et al. [15] and contrary to that of
Gupta et al. [24]. On the other hand it suggests that age
DISCUSSION AND CONCLUSION and gender can also moderate the effect of facilitating
conditions on users' behavior associated with adoption of
Purpose for conducting applied research is to find e-banking services.
solutions to improve practice; according to this purpose,
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