developing a model for explaining effective factors on trust in electronic banking; a survey in bank melli of urmia

trust is one of the most important factors for the development of electronic banking. the purpose of this study is to determine effective factors on trust in e-banking in the form of a conceptual model. due to the rapid growth of electronic banking in the country, identify factors affecting trust in e-banking is very important. population of this study is customers of bank melli in urmia. we used structural equation modeling with lisrel 8.80 for testing hypotheses. results show that independent variables include familiarity with electronic banking, tendency to trust, structural confidence and reputation effect on trust creator beliefs and trust creator beliefs effects on trust. therefore, trust creator beliefs play a mediating effect in relation between independent and dependent variables. results of this research can be used by public and private banks` top management.