تأثیر عوامل مؤثر بر پذیرش موبایلبانک در بانک صادرات ایران

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استاد دانشگاه علامه طباطبایی

2 کارشتاس بانک صادرات ایران

چکیده

هدف از این پژوهش بررسی تأثیر عوامل موثر بر قصد رفتاری و پذیرش موبایل بانک در بانک صادرات ایران براساس یک مدل جامع و جدید است. داده­های مورد نیاز از طریق پرسشنامه که به صورت طیف لیکرت بین 207 نفر از مشتریان بانک در طی زمانی 1 ماه با درنظر گرفتن روش نمونه­گیری خوشه ای در دسترس توزیع گردید، جمع آوری شده­اند. لذا این مطالعه از لحاظ هدف، کاربردی و از لحاظ محتوی، توصیفی- پیمایشی است. نتایج تحلیل آماری با استفاده از مدلیابی معادلات ساختاری و نرم افزار AMOS نشان داد که عملکرد مورد انتظار، تلاش مورد انتظار، تأثیر اجتماعی، شرایط تسهیل کننده، ارزش قیمت و اعتماد اولیه تأثیر مثبتی بر قصد رفتاری دارند. همچنین تمایل شخصی به اعتماد و اطمینان ساختاری بر اعتماد اولیه تأثیرگذارند. نتایج همچنین نشان داد که عوامل انگیزه لذت، عادت و شهرت یانک بر قصد رفتاری تأثیری ندارند. همچنین بین شهرت بانک و اعتماد اولیه نیز هیچگونه رابطه ای یافت نشد و در نهایت نتایج نشان داد که قصد رفتاری بر پذیرش موبایل بانک تأثیر مثبتی دارد.

عنوان مقاله [English]

Model of Behavioral intention and adoption to mobile bank in Bank Saderat Iran

نویسندگان [English]

  • Zohre Dehdashti Shahrokh 1
  • Sajjad Abdollahpour 2
1 Alameh Tabatabaee university
2 Bank Saderat Iran
چکیده [English]

The present study is aimed at surveying the factors effective on behavioral intention and adoption of mobile bank in Bank Saderat Iran. To this end a comprehensive and novel model was used. A new model was proposed based on literature review. The required data was collected using a questionnaire designed based on Likert’s scale. Participants included 207 customers of the bank in one month time period who were selected through convenient cluster sampling. Therefore, in terms of objective the study is an applied work and in terms of content, it is a descriptive-survey work. Statistical analyses results and hypotheses tests using SEM in AMOS showed that the factors performance expectancy, efforts expectancy, social influence, facilitating condition, price, and initial trust had positive effects on behavioral intention. Moreover, personal propensity to trust and structural trust were effective on initial trust. The results also illustrated that hedonic motivation, habit, and bank reputation did not have an effect on behavioral intention. Moreover, there was no relationship between bank reputation and initial trust. Finally, the results indicated that behavioral intention had positive effect on adaptation of mobile bank.

کلیدواژه‌ها [English]

  • mobile- mobile bank- behavioral intention-electronic banking- Bank Saderat Iran

مراجع

  1. Ajzen, I. (2002). Residual effects of past on later behavior: Habituation and reasoned action perspectives. Personality and Social Psychology Review, 6(2): 107–122.
  2. Akturan, U. & Tezcan, N. (2012). Mobile banking adoption of the youth market. Marketing Intelligence & Planning, Vol. 30 Iss 4 pp. 444 – 459.
  3. Anderson, J. (2010). M-banking in developing markets: Competitive and regulatory implications. Info, 12(1): 18–25.
  4. Baptista, G. & Oliveira, T. (2015). Understanding mobile banking: The unified theory of acceptance and use of technology combined with cultural moderators. Computers in Human Behavior, 50 (2): 418–430.
  5. Compeau, D. & Higgins, C. (1995). Computer self- efficacy: Development of a measure and initial test. MIS Quarterly, 19(20): 189-211.
  6. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13 (2): 319–340.
  7. Goswami, D. & Raghavendran, S. (2009). Mobile banking: can elephants and hippos tango?,
  8. Journal of Business Strategy, 30(1): 14-20.
  9. Gu, J-C. Lee, S-C. & Suh, Y-H. (2009). Determinants of behavioral intention to mobile banking. Expert Systems with Application,s 36 (1): 11605–11616.
  10. Hanafizadeh, P. Behboudi, M. Abedini Koshksaray, A. & Jalilvand Shirkhani Tabar, M. (2012). Mobile-banking adoption by Iranian bank clients. Telematics and Informatics, 31(1): 62-78.
  11. Jacob, K. (2007). Are mobile payments the smart cards of the aughts?, Chicago Fed Letter No. 240, Federal Reserve Bank of Chicago, Chicago, IL.
  12. Kim, G., Shin, B., & Lee, H. G. (2009). Understanding dynamics between initial trust and usage intentions of mobile banking. Information Systems Journal, 19 (1): 283–311.
  13. Koenig-Lewis, N. Palmer, A. & Moll, A. (2010). Predicting young consumers' take up of mobile banking services. International Journal of Bank Marketing, 28(5): 410 – 432.
  14. Lin, H.-F. (2012). Determining the relative importance of mobile banking quality factors. Computer Standards & Interfaces, 35(2): 195–204. http://dx.doi.org/ 10.1016/j.csi.2012.07.003.
  15. Lin, H.-F. (2010). An empirical investigation of mobile banking adoption: The effect
  16. of innovation attributes and knowledge-based trust. International Journal of Information Management, 31(3): 252–260. http://dx.doi.org/10.1016/j.ijinfomgt.2010.07.006.
  17. Luo, X., Li, H., Zhang, J., & Shim, J. P. (2010). Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services. Decision Support Systems, 49(2): 222–234.
  18. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validatingtrust measures for e-commerce: An integrative typology. Information SystemsResearch, 13 (3): 334–359.
  19. McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). Initial trust formation innew organizational relationships. Academy of Management Review, 23 (3): 473–490.
  20. Oliveira, T. Faria, M. Thomas, M. & A. Aleš, P. (2014). Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM. International Journal of Information Management, 34 (5): 689–703.
  21. Pousttchi, K., & Schurig, M. (2004). Assessment of today’s mobile banking applications from the view of customer requirements. In Proceeding of the 37th Hawaii international conference on system sciences: 1–10.
  22. Riffai, M. M. M. A., Grant, K., & Edgar, D. (2012). Big TAM in Oman: Exploring the promise of on-line banking, its adoption by customers and the challenges of banking in Oman. International Journal of Information Management, 32 (2): 239–250.
  23. Riquelme, H. E., & Rios, R. E. (2010). The moderating effect of gender in the adoption of mobile banking. International Journal of Bank Marketing, 28(5): 328–341. http://dx.doi.org/10.1108/02652321011064872.
  24. Rogers, E. (1995). Diffusion of innovations. In. New York: Free Press.
  25. 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.
  26. Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4): 695–704.
  27. Venkatesh, V., Morris, M. G., Hall, M., Davis, G. B., Davis, F. D., & Walton, S. M. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3): 425–478.
  28. Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1): 157–178.
  29. Zhang, L., Zhu, J., & Liu, Q. (2012). A meta-analysis of mobile commerce adoption and the moderating effect of culture. Computers in Human Behavior, 28(5): 1902–1911. http://dx.doi.org/10.1016/j.chb.2012.05.008.
  30. Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in Human Behavior, 26 (4): 760–767.

فایل ها

سابقه مقاله

  • تاریخ دریافت: 15 آبان 1395
  • تاریخ بازنگری: 01 اردیبهشت 1403
  • تاریخ پذیرش: 11 دی 1399

هم رسانی

ارجاع به این مقاله

آمار