رفتار بانکداری موبایلی و تجربه روند کار: اتحاد ویژگی های سودمند Mobile banking behavior and flow experience: An integration of utilitarian features, hedonic features and trust

1. Introduction One of the most recent mobile technological wonders (Shaikh and Karjaluoto, 2015) and one of the most recent financial services sector innovations which has added a pure mobility element to service consumption (Mishra and Bisht, 2013; Oliveira et al., 2014) that in turn enabled customers to have convenient access to different value-added banking services is mobile banking (MB) or m-banking (Anderson, 2010). In the context of banking services the development of m-banking, as the latest technological advances in this domain, has changed the way financial services are translated (Oliveira et al., 2014). As Mohammadi (2015c) noted, it is expected that more than one billion people all around the world will use m-banking by 2017. The way financial services are designed, as well as, delivered and the way customers interact with other societal constituents would be improved (Lee et al., 2015). M-banking allows bank customers to use a portable computing device or smart phone to perform banking tasks such as bill payments, monitor account balances, find ATM locations or make money transfers (Oliveira et al., 2014). Therefore, it is becoming an nseparable part of how business is being done (Ahluwalia and Varshney, 2009; Mohammadi, 2015c). M-banking, however, inevitably encounters numerous challenges while it continually tries to attract potential consumers that makes its mass acceptance uncertain (Lin, 2011). Thus far, m-banking has failed to earn the potential customers trust so is still in its early stages (Zhang et al., 2012). As Dineshwar and Steven (2013) indicated, the use of mobile phones/smart phones to access financial information and conduct banking transactions is not as widespread as expected. In Iran, this corresponds with what Hanafizadeh et al. (2014) and Mohammadi (2015c) believed that despite increased accessibility of m-banking and technological progress, the number of users does not match expectations which warrant further investigations into its reasons. Previous studies have applied different theories, for instance, the innovation diffusion theory and the technology acceptance model to explore behavioral patterns of m-banking users. While m-banking is increasingly playing an important role in bringing financial services to people in developing countries, particularly in the Middle East (Thye Goh et al., 2014), however, only a limited number of previous studies have explored the driving factors for acceptance from the customers perspective in this region (Al-Somali et al., 2009). The focus of this study is on Iran as a developing country in Middle East with a large population of over 80 million people. As Hanafizadeh et al. (2014) and Mohammadi (2015c) indicated, the increasing need to encourage consumers to use cell-phones for their banking affairs along with the negative trend regarding the adoption and continuous use of this innovation in Iran make it necessary to explore what the drivers of MB acceptance and continues usage in this country.