اثر ادراك مشتريان از كيفيت پایگاه اينترنتي بر رضايت و تمايل به استفاده

بهرام رنجبریان, اذر نوش انصاری, هورناز شفیعی

چکیده


 

چکیده

همگام با توسعه تجارت الکترونیک و بانکداري الکترونیک انتظارات مصرف‌کننده و ضرورت تأکید بر کیفیت خدمات اینترنتی نیز افزایش ‌یافته است. ازآنجا‌که وب‌سایت‌ها مهم‌ترین کانال توزیع جهانی کالا و خدمات در تجارت الکترونیکی هستند، لازمه استفاده از این فرصت، شناخت عواملی است که بر تمایل استفاده از سایت بانک تأثیر دارند؛ بنابراین پژوهش حاضر با هدف سنجش عوامل تأثیرگذار در محیط مجازی بر رضایت و تمایل به استفاده مشتریان انجام‌شده است. اين پژوهش از لحاظ هدف ازجمله پژوهش‌های کاربردي و ازن ظر ماهیت و روش، توصیفي - پیمايشي است. نمونه موردمطالعه 200 نفر از کارمندان و اعضای هیئت‌علمی «دانشگاه اصفهان» بودند که از سایت «بانک ملّی» استفاده می‌کردند و به‌صورت تصادفی (طبقه‌ای خوشه‌ای) تعیین شد. یافته‌ها نشان داد به‌ترتیب عوامل زیباشناختی، امنیت مالی و طراحی و قابلیت عملکرد؛ رضایت استفاده از سایت این بانک را تحت‌تأثیر قرار می‌دهد که رضایت خود بر تمایل به استفاده مصرف‌کننده تأثیرگذار است. یافته‌های پژوهش حاضر می‌تواند توسط مدیران و برنامه‌ریزان این بانک استفاده شود.


واژگان کلیدی


بانکداری الکترونیکی؛ کیفیت خدمات اینترنتی؛ کیفیت سایت؛ رضایت مشتری؛ ارزش درک‌شده؛ تمایل به استفاده.

تمام متن:

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