Association between strategic values and e-banking adoption in Iranian banks

Abstract: Supported by an ever-increasing body of literature, it is clear that Top-
managers perception of strategic value of e-commerce has a causal
relationship with e-commerce adoption. While the impact of attitude on
adoption has been approved in several industries by several studies, there
is still much debate and speculation on such causal relationship in large
industries.

As the majority of studies of causal relationship between perception and
adoption have been examined in Small Medium Enterprises, there is a lack of
focus in large companies and organization like Banks. Considering the fact
that Banks play the most critical role in electronic revolution adoption,
we need to know if Top managers and owners of banks' attitude towards e-
banking adoption will support such causal relationship. Since in large
organization there is no one person for making decision, so decision maker
unit seems much more appropriate for our study.

Therefore, this study will examine the causal relationship among
determinant factors of strategic value and adoption of electronic commerce
as perceived by decision maker unit (DMU) in Iranian banking industry. It
employs a cross sectional research design involving self-administered,
delivery and collection, surveys to Iranian banks' decision maker unit.
Findings suggest that the perception of managers in banks cause e-banking
adoption. It means that those banks who perceived e-commerce as adding
strategic value to their organization have a positive attitude toward its
adoption. A modified model for e-commerce adoption in banking industries
that shows new arrangements of factors by managers' perception is also
presented.