ارائه مدل پذیرش خدمات مبتنی بر مکان در بانک های ایرانی

In E-commerce and wireless communication technologies, location-based services are one of the most valuable processes. Using this services in the banking industry, in addition to providing customized banking services to customers, will bring infinite benefits for banks. However, due to the new emergence of this technology and possible obstacles ahead, it is essential to be paid to the issue of acceptance of this services in the banking industry. The aim of this study is presenting a model for acceptance of location-based services to Iranian banks. For this purpose, according to the Unified Theory of Acceptance and Use of Technology, a comprehensive model has been developed to identify effective factors on the acceptance of location-based services in Iranian banks and has been tested utilizes structural equation modeling, in the community of banks customers in Tehran. After analyzing the results, the main research hypotheses were confirmed and the effective factors on acceptance of location-based services in Iranian banks, including performance expectancy, effort expectancy, facilitating conditions, social influences, privacy concerns, confidence, perceived risk, and willingness to innovation. According to the findings, gender and age is not involved in the acceptance of the banking location-based services, but the educational degree is effective on intend to use this services.