THE STUDY OF INFLUENCING FACTORS ON CUSTOMERS’ DECISION TO USE OF MOBILE BANKING BASED ON SMS SERVICES (CASE STUDY: THE BRANCHES OF GOVERNMENTAL BANKS IN RASHT CITY-NORTHERN OF IRAN)

One of the most important applications of mobile banking is SMS banking and due to some reasons including simple access and use and also the ability of use without especial software and hardware, it is one of the first applications of mobile phone in banking. The sample volume was 437 persons that for obtaining more information about 600 questionnaires were distributed in the branches of governmental banks of Rasht city, and 411 questionnaires were received. The variables studied in this research included, speed, mobility access, propaganda, direction, adoption, self efficacy, perceived cost, perceived risk, perceived usefulness, and perceived ease of use and intention of use. Establishment of priority for research variables showed that in respondents’ opinion the level of perceived risk was the most important factor and the variables of access speed and self-efficacy were in the next ranks.