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

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سابقه مقاله

  • تاریخ دریافت: 15 آبان 1395
  • تاریخ بازنگری: 19 آبان 1403
  • تاریخ پذیرش: 11 دی 1399

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