Reza Esmaeilpour, Mohsen Akbari, Maryam Mojdehi
The objective of this research is to study the relation between individual factors and website characteristics with customers trust in electronic banking. This research is practical (applicable) from objective point of view, and descriptive-correlative from methodological point of view. Statistic population of this research is 27450 active customers of Refah bank in the city of Rasht that 429 people were selected randomly as research sample. Questionnaires with 33 questions were used to gain data. The hypothesis were considered using structural equations and the results showed that individual factors including view factors, skill factors and personality and also website characteristics have a meaningful(significant) effect on customers’ trust in electronic banking.
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