Iran Banking Institute Quarterly Studies in Banking Management and Islamic Banking 2588-3569 6 15 2021 02 19 The Effect of Efficiency and Diffusion of Innovation Theories on Customers' Trust in Digital Banking (Case Study: Staff of Tehran Tejarat Bank Branches) The Effect of Efficiency and Diffusion of Innovation Theories on Customers' Trust in Digital Banking (Case Study: Staff of Tehran Tejarat Bank Branches) 103 121 148528 10.22034/jifb.2022.302856.1292 FA Vadood Javan Amani Department of Business Administration, Islamic Azad University of Firuzkooh Branch, Tehran. Iran. 0000-0001-5231-5889 Hamid Akbari Department of Public Administration, Payame Noor University, Tehran, 0000-0001-7315-8448 Journal Article 2021 09 03 The present study investigates the effect of efficiency and diffusion of innovation theories on customers’ beliefs in the acceptance of digital banking. The present study is practical in terms of purpose since it analyzes the current status of research variables using past data collection. It is a survey study in terms of the data collection method and descriptive-casual in terms of implementation. To find the answers to the questions of the research, data from 197 distributed questionnaires were analyzed using Smart PLS software. Findings stated that efficiency-based beliefs have a positive and significant effect on the acceptance of digital banking, and also the diffusion of innovation theory has no significant effect on the acceptance of digital banking. The present study investigates the effect of efficiency and diffusion of innovation theories on customers’ beliefs in the acceptance of digital banking. The present study is practical in terms of purpose since it analyzes the current status of research variables using past data collection. It is a survey study in terms of the data collection method and descriptive-casual in terms of implementation. To find the answers to the questions of the research, data from 197 distributed questionnaires were analyzed using Smart PLS software. Findings stated that efficiency-based beliefs have a positive and significant effect on the acceptance of digital banking, and also the diffusion of innovation theory has no significant effect on the acceptance of digital banking. https://jifb.ibi.ac.ir/article_148528_674e9af1325d562590770e3cd1259427.pdf