  In this paper, we propose a conceptual framework to identify the key
dimensions affecting behavioral intention to bank umbilical cord blood in Iran.
We examine the impact of awareness, reference group, usability, disease
history, and price on perceived risk and behavioral intention to use umbilical
cord blood banking service. To evaluate the proposed model of umbilical cord
blood banking behavioral intention and to test our hypotheses, we apply field
exploratory research. We use a five-point Likert scale to form a questionnaire
to collect the data. The model is estimated with a sample of 242 Royan cord
blood bank customers in Tehran. We use Pearson correlation and structural
equation modeling to analyze the structural relationships between research
variables, perceived risk, and behavioral intention. This research gives
novelty on the determinants of behavioral intention in private umbilical cord
blood banking, which adds value to literature and future managerial practices.
Results show that usability is the primary determinant in cord blood banking.
