نگرش مشتریان همراه‌بانک و تاثیر آن بر قصد استفاده

نوع مقاله : پژوهشی

نویسنده

دانشیار گروه مدیریت و حسابداری، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران

چکیده

شرایط نوسان‌گرایی کرونا و رشد فراگیر فناوری اطلاعات، موجب تقویت خدمات بانکی به مشتریان از طریق تلفن همراه شده است. با این حال، نگرانی‌هایی در مورد نگرش و قصد مشتریان به استفاده از همراه­بانک وجود دارد. پژوهش کاربردی حاضر با هدف بررسی این موضوع به اجرا درآمده است. روش تحقیق در این پژوهش، کمی از نوع پیمایشی و جامعه آماری، کارکنان دانشگاه زنجان بودند. با استفاده از فرمول کوکران، تعداد نمونه‌های آماری 202 نفر محاسبه شد که به روش غیراحتمالی از نوع در دسترس به پرسش‌ها پاسخ دادند. ابزار، پرسشنامه استانداردی بود که به دلیل بومی‌سازی، در این پژوهش مجدداً روایی و پایایی آن تایید شد. روایی همگرای سازه‌ها با استفاده از معیار میانگین واریانس استخراج‌شده (AVE) بالاتر از مقدار ملاک ۴/۰ مورد تایید قرار گرفت و پایایی نیز با آلفای کرونباخ (۸۷۸/۰ بالاتر از 7/0) و پایایی ترکیبی (CR) بالاتر از مقدار استاندارد ۶/۰، مورد تایید قرار گرفت. با استفاده از نرم‌افزار PLS یافته‌ها نشان داد، سودمندی درک شده، سهولت استفاده ادراک شده، تاثیرات اجتماعی و تسهیل شرایط، بر نگرش نسبت به همراه­بانک تاثیر مثبت و معنا‌داری گذاشته، اما تاثیر درک شایستگی، خیرخواهی و امنیت و حریم خصوصی بر نگرش نسبت به همراه­بانک، معنا‌دار نبود. همچنین نتایج بیانگر تاثیر نگرش نسبت به همراه­بانک بر قصد استفاده از همراه‌بانک بود.

کلیدواژه‌ها

عنوان مقاله [English]

Customers' Attitudes towards the Mobile Banking and its Impact on the Intention to Use

نویسنده [English]

  • Hossein Azimi
Associate Professor, Management and Accounting Department, Faculty of Humanities, University of Zanjan, Zanjan, Iran
چکیده [English]

Aim and introduction: The corona pandemic situation and the pervasive growth of information technology have strengthened banking services to customers via mobile phones. However, there are many concerns about customers' attitudes and intentions to use mobile banking. The present applied research has been conducted with the aim of investigating the issue.
Methodology: The research method in this research was a quantitative of a survey type and the statistical population of this research was the staff of Zanjan University. Using Cochran's formula, the number of statistical sample was calculated at 202 who answered the questions in a non-probability way of the available type.
Findings: The instrument was a standard questionnaire that due to localization, its validity and reliability were both reconfirmed in this research. The convergent validity of the structures was comfirmed by using the extracted mean variance (AVE) criterion above the value of 0.4 and reliability was also confirmed with Cronbach's alpha (0.878 above 0.7) and combined reliability (CR), above the standard value of 0.6. Using PLS software, the Findings showed that perceived usefulness, perceived ease of use, social effects and facilitation of the conditions had a positive and significant effect on the attitudes toward the mobile bank, but the effect of perception of competency, benevolence and security and privacy on attitude toward the mobile bank was not significant. The results also showed the effect of attitude towards the mobile bank on the intention to use the mobile bank

کلیدواژه‌ها [English]

  • Attitudes
  • Mobile Bank
  • Intention to Use
  • Privacy
  • Volatility

مراجع

  1. Abooyee Ardakan, M., Bairamzadeh, S., & Soltan Mohammadi, N. (2020). Electronic banking strategic planning by scenario under uncertainty conditions. Journal of Strategic Management Studies, 12(45), 1-22. (In Persian)
  2. Akturan, U., & Tezcan, N. (2012). Mobile banking adoption of the youth market: Perceptions and intentions. Marketing Intelligence & Planning, 30(4), 444-459.
  3. Alizadeh Ghiasabadi, R., & Miladian, H. (2021). Investigating the effective components on the use of banking along with the integrated approach of integrated theory of acceptance and use of technology and expectation model. An Approach to Business Management, 1(3), 101-116. (In Persian)
  4. Bahrami, M., Khani, N., & Moradi Mogoyi, M.R. (2019). Using theory of trying to investigating the adoption of mobile banking. Journal of Marketing Management, 13(41), 79-91. (In Persian)
  5. Bart, Y., Shankar, V., Sultan, F., & Urban, G.L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large scale exploratory empirical study. Journal of Marketing, 69(4), 133-152.
  6. Behboudi, M., Abedini Koshksaray, A., & Jalilvand Shirkhani Tabar, M. (2013). Mobile-Banking Adoption by Iranian Bank Clients. Journal of Marketing Management, 8(18), 21-45. (In Persian)
  7. Ghafari Ashtiani, P., Panahi Vanani, M., & Shabani, R. (2013). Investigating the effective factors on mobile bank acceptance among Parsian Bank customers in Arak city. Journal of Industrial Strategic Management, 10(30), 45-56. (In Persian)
  8. Gharecheh, M., & Mohammadipour, M. (2015). The model of strategic developing of mobile banking. Journal of Strategic Management Studies, 6(21), 169-182. (In Persian)
  9. Haqiqat Monfared, J., & Shabani Behmand, M. (2017). Investigating the relationship between quality of e-banking services, satisfaction, and Behavioral interests and customers perceptions from electronic services of Melli Bank (case study: Melli Bank, East Tehran Branches). Business Management, 9(34), 7-25. (In Persian)
  10. Heidari, H., & Mousakhani, M. (2015). Developing a model of factors affecting the customer satisfaction in traditional and electronic banking. Modern Marketing Research Journal, 5(1), 201-218. (In Persian)
  11. Hosseini, M.H., Ahmadinejad, M., & Farsizadeh, H. (2012). Investigating customer acceptance of internet banking using a modified technology acceptance model. Journal of Business Management, 4(2), 19-36. (In Persian)
  12. Karimi, F. (2015). Determining optimum pattern of e-banking services development with the purpose of increasing of customer’s satisfaction (case study of a Maskan Bank in Tehran). New Marketing Research Journal, 5(2), 185-198. (In Persian)
  13. Kejela, A.B., & Porath, D. (2021). Influence of attitude on mobile banking acceptance and factors determining attitude of end-users in Ethiopia. University of Applied Sciences Mainz, Mainz, UASM Discussion Paper Series No.9
  14. Khosh’heikal, M., & Gharib, I. (2016). Identifying Obstacles to the Development of Electronic Banking. Journal of Bi Management Studies, 4(16), 123-145. (In Persian)
  15. Laukkanen, T. (2007). Measuring mobile banking customers’ channel attribute preferences in service consumption. International Journal of Mobile Communications, 5(2), 123-138.
  16. Laukkanen, T., & Pasanen, M. (2008). Mobile banking innovators and early adopters: how they differ from other online users? Journal of Financial Services Marketing, 13(2), 86-94.
  17. Lin, H.F. (2011). An empirical investigation of mobile banking adoption: the effect of innovation attributes and knowledge-based trust. International Journal of Information Management, 31(3), 252-260.
  18. Mojab, R., & Ebrahimi, S. (2019). The role of digital adoption in relationship between payment systems development and economic growth. Journal of Monetary and Banking Research, 12(41), 377-412. (In Persian)
  19. Mottaghi, P., Maleki, M.H., Asheghi Oskooee, H., Sharifi, F., & Sadeghi, S.R. (2019). A model for the frequency use of mobile banking services. New Marketing Research Journal, 9(2), 169-194. (In Persian)
  20. Noori Madvani, H.R., Abedini, S., & Kamalzadeh, H. (2021). Determination of the influencing factors for the acceptance of mobile banking based on social cognitive theory by Bank Mellat customers in Bandar Abbas. Journal of Modern Medical Information Science, 7(1), 1-8. (In Persian)
  21. Qaracheh, M., Hosseini, S.M., Manian, A., & Mohammadi, Kh. (2017). Designing and Explaining the Trust Model in Electronic Banking. Public Administration Perspective, 8(2), 136-155. (In Persian)
  22. Rezaei Dolatabadi, H., Ghaderi, H., & Kanani, E. (2017). Investigating the effect of personal innovation, social effects and advertising on the intention to accept mobile banking from a value framework perspective. Commercial Strategies, 14(10), 63-78. (In Persian)
  23. Robert, L.P., Dennis, A.R., & Caisy Hung, Y.T. (2009). Individual swift trust and knowledge-based trust in face-to-face and virtual team members. Journal of Management Information Systems, 26(2), 241-279.
  24. Salehi Sadaghiani, J., & Sorournejad, S. (2011). Determined the new banking strategy in adoption of mobile banking customer in private banking. Journal of Strategic Management Studies, 2(6), 39-57. (In Persian)
  25. Sarlak, M.A., Rustayi, M., & Moqaddasian, M.H. (2012), Factors affecting mobile banking acceptance in Iran, 4th International Conference on Marketing of Banking Services, 1-21. (In Persian)
  26. Venkatesh, V., Morris, M.G., Davis, G.B., & Davis, F.D. (2003). User acceptance of information technology: toward a unified view. MIS Quarterly, 27(3), 425-478.
فصلنامه مطالعات مدیریت راهبردی
دوره 13، شماره 49
فروردین 1401
صفحه 251-265

فایل ها

سابقه مقاله

  • تاریخ دریافت: 24 اسفند 1398
  • تاریخ بازنگری: 19 آبان 1400
  • تاریخ پذیرش: 17 دی 1400

هم رسانی

ارجاع به این مقاله

آمار