تأثیر ریسک ادراک‌شده‌ بر نگرش مشتریان بانکداری اینترنتی

نوع مقاله : علمی - پژوهشی

نویسنده

* استاد، دانشگاه شهید بهشتی.

چکیده

   با رشد روزافزون فناوری اطلاعات و بازار رقابتی موجود در حوزه بانکی ایران، موضوع پذیرش بانکداری الکترونیک توسط مشتریان موردتوجه قرار گرفته­ است. یکی از مفاهیم کاربردی در ارائه خدمات الکترونیک بانکی، بانکداری اینترنتی است. پژوهش حاضر با هدف بررسی و تبیین تأثیر ادراک از ریسک خدمات بانکداری اینترنتی بر نگرش از بانکداری اینترنتی انجام شده است. جامعه آماری این پژوهش، استفاده­کنندگان از خدمات بانکداری اینترنتی«بانک ملت» و نمونه موردبررسی، استفاده‌کنندگان از خدمات بانکداری اینترنتی «بانک ملت» در شهر تهران است. داده­های گردآوری‌شده به‌وسیله­ پرسشنامه در دو سطح آمار توصیفی و آمار استنباطی بررسی و تحلیل شدند. در سطح آمار توصیفی، توصیف جمعیت­شناختی اعضای نمونه انجام شد و در سطح آمار استنباطی نتایج به‌کارگیری مدل­یابی معادلات ساختاری و تحلیل عاملی تأییدی نشان داد که ادراک از ریسک استفاده از خدمات بانکداری اینترنتی بر نگرش افراد در‌خصوص بانکداری اینترنتی تأثیر دارد. انتظار می­رود نتایج این مطالعه و پیشنهادهای مدیریتی ارائه‌شده به بانک­ها بر کاهش تأثیر منفی این ریسک­ها مؤثر باشد.

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