عنوان مقاله [English]
Aim and Introduction: The world economy has experienced a huge transformation during the last three decades, partly due to the advancement of information and communication technology. In particular, during the last two decades, the banking industry has invested significant resources in the use of information technologies. In response to privatization, the growth of global networks and the increase in income levels, the banking industry has used new technologies based on the provision of services, which is called electronic banking, and its purpose is to achieve and maintain strategic advantages. Electronic banking includes systems that enable financial institutions, customers, individuals or businesses to access accounts, transact business or obtain information about financial products and services from public or private electronic networks, including benefit from the Internet.. In this situation, with the emergence and development of Internet technologies, companies and banks are adopting e-commerce technologies to increase productivity and quality, reduce operational costs, and respond faster to the needs of customers and business partners. As a result, the adoption and efficient use of e-commerce technologies has become the main concern of managers .
Methodology: Financial technology (Fintech) or in simpler terms the innovative use of technology in providing financial services is one of the most important innovations of the financial industry that tries to bring innovation to the field of financial services by using modern technology and this is due Sharing economy is the desirable behavioral rules of information. With the presence of the new generation of customers and their changing taste in using financial services, Fintech promises to transform the financial industry of the 20th century by eliminating additional costs, increasing the quality of financial services and drawing diverse and sustainable perspectives. pay one The development of information technology and infrastructures, big data analysis, and mobile devices have led to the disintermediation of traditional financial companies by fintech startups, which is due to personalization, individualization, and positioning. Financial services are provided by fintechs. Fintech startups have distinguished themselves from traditional financial institutions by personalizing services and services, solutions derived from data, innovative culture and agility in providing customer service, lower rates and fees, and access to diverse services. have done that through mobile phone, cloud data and cloud computing and change in past work methods and restrictive structures can be achieved.
Findings: In our country, doing things quickly and not wasting time is considered as the most important element of success in the competition of banks, and customers as the main determinant of this competition, there is a great value for technology and speed, and in the next degree, the technical expertise of banks. it is necessary to explain bank services, especially electronic banking services, and customers have the right to know the services of banks through public media. Therefore, for efficiency, banks need to obtain sufficient information from the customer, understand their interests and desires, and develop relationships with them. In Iran, despite the importance of electronic banking services, a number of customers still prefer to spend time in long bank lines to pay for water, electricity, telephone, etc. or transfer from one account to another. Accordingly, accepting electronic banking in our country is a complex issue. Today, due to the advances in information technology and the impact of this technology on various aspects of life and the emergence of the digital age, change in various fields has become inevitable, and in case of incompatibility of organizations with these changes and innovations, the ineffectiveness of organizations is more than It will be evident . The application of new technologies in the field of financial services creates many opportunities, including many job opportunities for the generation of the third millennium. Fintech companies can take banks out of the traditional structure and speed up the development of the service and product process by improving the digital banking experience and help with the rapid changes in the field of technology, lending process, risk management, etc. Also, various types of technologies such as mobile sales terminals, tablet-based sales terminals, online commerce and companies that are transforming this space and making business easier and cheaper for all parties, double the growth in this field. And in the near future we will witness the complete replacement of wallets with cash and plastic cards. Based on this and considering the importance of accepting new banking financial services, the current research has been conducted with the aim of providing a model of acceptance of Fintech products and services by the customers of the country's banks.
Discussion and conclusion: Nowadays, the use of Fintech or innovative application of technology in providing financial services has become an integral part of the banking industry, and banks' cooperation with Fintech startups to transition to digital banking is no longer a choice, but a necessity. The model of acceptance of new financial technologies is presented. In the qualitative section, 77 sub-categories, 16 main categories and 10 final documents were obtained by interviewing theoretical and experimental experts by content analysis method. Then, the conceptual model of the research was designed to enter the quantitative and modeling part. In the quantitative part, using the categories identified in the conceptual model and based on the questionnaire, the model of acceptance of Finatech products and services by the customers of the country's banks was presented by structural equations (PLS). The statistical population in a small part includes the customers of banks and financial institutions that due to the unlimited statistical population, 384 people were selected as a statistical sample by Cochran's formula. The results of structural equation modeling showed that the independent variables of awareness, perceived security, efficiency, convenience and comparative advantage have a positive effect and a negative effect on attitudes toward finitech products and services. Age and experience in relation to independent variables have a positive moderating effect on attitudes toward Fintech products and services. It can be said that attitude has acted as a mediator in the relationship between independent and dependent variables.