The Effect of Customization, Price, Geographical Accessibility, Professional Knowledge and Interaction on Intent of Customers for Using Internet Banking Services in Iran

Not all organizations and institutions are equally successful in employing electronic commerce. Thus it is necessary to conduct required studies so that we can create a favorable policy in relation to implementation and employment of electronic commerce and identify factors which facilitate its growth. Thus, the purpose of this study is to investigate the effects of customization, price, geographical accessibility, professional knowledge and interaction on intent of customers for using internet banking services in Iran. Totally, 400 questionnaires were distributed to university students, that 382 questionnaires were used for the final analysis, which the results from analysis of them based on simple linear regression show that customization, price, professional knowledge and interaction have a positive influence on Customers’ Purchase Intent in Iran, except for geographical accessibility which was not confirmed in the case of our intended population.