The mediating role of the dimensions of the perceived risk in the effect of customers’ awareness on the adoption of Internet banking in Iran

One of the major issues banks are faced with in providing Internet Banking (IB) services is the adoption of these services by the customers. This study seeks answer to the question that whether bank customers’ awareness of the services and advantages of IB is effective in reducing the negative effect of customers’ perceived risk on their intention of IB adoption. To this end, the two constructs of the dimensions of the perceived risk and IB awareness are simultaneously considered. Besides, in the research model, the effect of IB awareness on each dimension of the perceived risk and the effect of these dimensions on intention of IB adoption by the customers are investigated. The results indicate that IB awareness acts as a factor reducing all dimensions of the perceived risk (including time, financial, performance, social, security, and privacy). In addition, it was found out that except for social risk, other dimensions of the perceived risk have significantly negative effect on the intention of IB adoption. Finally, proving the direct and positive effect of IB awareness on adoption intention, it was concluded that the dimensions of customers’ perceived risk plays a mediating role in the positive effect of IB awareness on IB adoption intention. In this respect, management approaches centered on the concept of IB awareness are offered for reducing the dimensions of customers’ perceived risk.

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