Purpose – The purpose of this paper is to explore barriers, the mediating role of usability and the
moderating effects of self-efficacy and perceived image on consumers’ attitudes toward use of mobile
banking (MB) in Iran.
Design/methodology/approach – Based on the consumer data collected through a survey, structural
equations modeling and path analysis were employed to test the research model.
Findings – The results revealed that “system compatibility” was found to be the main factor affecting
users’ attitudes toward use of MB. “Resistance” showed a significant negative effect on both ease of
use and usefulness. “Perceived usefulness” mediated the relationship between ease of use and users’
attitudes. At last, contrary to self-efficacy which showed no significant effect, perceived image moderated
the relationships between usefulness and attitude.
Research limitations/implications – The sample was only composed of MB users and non-users
were not studied.
Originality/value – Past studies have seldom examined the role of individual drivers like self-efficacy
and social drivers like perceived image as moderating variables in the context of developing countries.