Purpose: The present study aimed to explain the adoption of digital banking services based on perceived awareness and perceived ease of use, emphasizing the mediating role of customer attitude in Tehran.

Methodology: In terms of objective, this study is applied, and regarding data collection, it employs a descriptive-correlational, cross-sectional design. Empirical data were gathered from a sample of 410 customers using a standardized 20-item questionnaire via a combined multistage cluster and convenience sampling technique. Due to the non-normal distribution of the data, hypothesis testing and model assessment were conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 3 and SPSS 27.

Findings: Measurement model assessment confirmed convergent validity, discriminant validity, and construct reliability (Cronbach’s alpha > 0.84, Composite Reliability > 0.89), and the Goodness-of-Fit index (GOF=0.429) demonstrated a robust model fit. The structural model results revealed that perceived awareness (β=0.335,t=6.994) and perceived ease of use (β=0.177,t=3.379) exert significant positive effects on customer attitude. Furthermore, perceived awareness exhibited the strongest direct effect on digital banking adoption (β=0.316,t=8.246), while perceived ease of use also directly facilitated adoption (β=0.256,t=6.584). Customer attitude significantly influenced adoption (β=0.256,t=6.280) and partially mediated the relationship between perceived awareness and adoption (VAF=21.4%), whereas the direct path predominated for perceived ease of use. Overall, the model accounted for 38% of the variance in digital banking adoption (R^2=0.380).

Conclusion: The adoption of digital banking is not merely contingent upon technical infrastructure; rather, it hinges upon customer awareness and effortless user experience. Consequently, enhancing customer awareness alongside streamlining digital user interfaces fosters positive attitudes, thereby ensuring the sustainable adoption of digital banking services.