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مدلی برای پذیرش بانکداری الکترونیکی با در نظر گرفتن عامل اعتماد مشتریان | ||
| مطالعات مدیریت کسب و کار هوشمند | ||
| مقاله 3، دوره 5، شماره 19، اردیبهشت 1396، صفحه 53-74 اصل مقاله (658.48 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22054/ims.2017.7054 | ||
| نویسندگان | ||
| مریم بخشی1؛ رضا سمیع زاده2 | ||
| 1. کارشناس ارشد مدیریت فناوری اطلاعات، دانشکده فنی و مهندسی، دانشگاه الزهرا تهران | ||
| 2. استادیار گروه صنایع دانشکده فنی و مهندسی، دانشگاه الزهرا، تهران، ایران | ||
| چکیده | ||
| توسعه سریع اینترنت و کسب و کار الکترونیکی در بخشهای بانکی منجر به تشویق مشتریان به استفاده از بانکداری آنلاین گردیده است. این پژوهش به ارائه یافتههای کلیدی میپردازد که حاصل مطالعه تجارب کاربران ایرانی در زمینه پذیرش بانکداری الکترونیکی است. هدف از این مطالعه، شناسایی عواملی است که تشویقکننده مشتریان جهت پذیرش بانکداری الکترونیکی میباشد. ساختار این پژوهش بر اساس مدل پذیرش تکنولوژی توسعه یافته که برخی از متغیرهای مهم دیگری نظیر اعتماد، امنیت، تجربه قبلی، آگاهی از خدمات و کیفیت دسترسی به اینترنت به آن افزوده شده است. این پژوهش از نوع توصیفی- پیمایشی است. این مدل با استفاده از پرسشنامه استاندارد به بررسی عوامل موثر بر رفتار 180 مشتری در پذیرش بانکداری الکترونیکی پرداخته است. یافتههای پژوهش نشان میدهد که کیفیت اتصال به اینترنت و آگاهی از خدمات بانکداری الکترونیکی دارای اثرات قابل توجهی بر درک مفید بودن و درک سهولت استفاده بر پذیرش بانکداری الکترونیکی میباشد. اعتماد نیز دارای تاثیر قابل توجهی در نگرش نسبت به احتمال پذیرش بانکداری الکترونیکی میباشد. | ||
| کلیدواژهها | ||
| بانکداری الکترونیک؛ درک سهولت استفاده؛ درک مفید بودن؛ مدل پذیرش تکنولوژی | ||
| مراجع | ||
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دهقانان، ح. ؛ شاهمحمدی، ن. (2013). شناسایی و رتبهبندی عوامل مؤثر بر قصد استفاده از موبایل بانک. مطالعات مدیریت فناوری اطلاعات، 1(4), 65-86. موحدی، م. ؛ عابسی، م. (1382). نگاهی به معرفی، بررسی و اصلاح مدل پذیرش فنّاوری (TAM). با توجه به شرایط ایران. اولین کنفرانس بین المللی مدیریت. Aboelmaged, M. (2010). Predicting e-procurement adoption in a developing country: an empirical integration of technology acceptance model and theory of planned behaviour. Industrial Management & Data Systems, 110(3), 392-414. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. Al-hawari, M. (2006). The Impact of automated service quality on Financial Performance and the mediating role of customer retention. Journal of Financial Service Marketing, 10 (3), 228-243. Al-Somali, S. A. Gholami, R. & Clegg, B. (2009). An investigation into the acceptance of online banking in Saudi Arabia. Technovation, 29(2), 130-141. Amalnick,M. (1386). Organization Critical success factors in the adoption of e-banking. 24-25. (in persian) Sukkar, A. A. & Hasan, H. (2005). Toward a model for the acceptance of internet banking in developing countries. Information Technology for Development, 11(4), 381-398. Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340. Eriksson, K. Kerem, K. & Nilsson, D. (2005). Customer acceptance of internet banking in Estonia. International journal of bank marketing, 23(2), 200-216. Foon, Y. S. & Fah, B. C. Y. (2011). Internet banking adoption in Kuala Lumpur: an application of UTAUT model. International Journal of Business and Management, 6(4), 161. Fishbein, M. & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Gefen, D. “Customer Loyalty in E-commerce”, Journal of the Association for Information Systems, No. 3, pp. 27-51, (2002). Gikandi, J. W. & Bloor, C. (2010). Adoption and effectiveness of electronic banking in Kenya. Electronic commerce research and applications, 9(4), 277-282. Goi, C. L. (2015). Factors influence development of E-banking in Malaysia. The Journal of Internet Banking and Commerce, 2006. hassani, F. (1386). The study of E-banking situation in Iran. Journal of the National Trust. (in persian) Hassanuddin, N. A. Abdullah, Z. Mansor, N. & Hassan, N. H. (2012). Acceptance towards the use of internet banking services of cooperative bank. International Journal of Academic Research in Business and Social Sciences, 2(3), 135. Karjaluoto, H. Mattila, M. & Pento, T. (2002). Factors underlying attitude formation towards online banking in Finland. International journal of bank marketing, 20(6), 261-272. Kohiesfahani. (1386). Solutions for e-banking culture in Iran. Secretariat of making Culture of e-banking. (in persian) Lee, M. C. (2009). Predicting and explaining the adoption of online trading: An empirical study in Taiwan. Decision Support Systems, 47(2), 133-142. 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. Lu, Y. Cao, Y. Wang, B. & Yang, S. (2011). A study on factors that affect users’ behavioral intention to transfer usage from the offline to the online channel. Computers in Human Behavior, 27(1), 355-364. Momeni, M. & Ghayomi, A. (1386). Statistical data analysis by using SPSS (Vol. 1): ketab nou. (in persian) Moss, S. Prosser, H. Costello, H. Simpson, N. Patel, P. Rowe, S... . Hatton, C. (1998). Reliability and validity of the PAS‐ADD Checklist for detecting psychiatric disorders in adults with intellectual disability. Journal of Intellectual Disability Research, 42(2), 173-183. Nasri, W. & Charfeddine, L. (2012). Factors affecting the adoption of Internet banking in Tunisia: An integration theory of acceptance model and theory of planned behavior. The Journal of High Technology Management Research, 23(1), 1-14. Pandey, P. Mayya, S. & Joshi, H. (2015). Internet Banking Adoption: An Observation on public sector bank customers of urban area of Udupi district, Karnataka, India. Research Journal of Management Sciences, 4(5), 6-14. Pikkarainen, T. Pikkarainen, K. Karjaluoto, H. & Pahnila, S. (2004). Consumer acceptance of online banking: an extension of the technology acceptance model. Internet research, 14(3), 224-235. Riemenschneider, C. K. Harrison, D. A. & Mykytyn, P. P. (2003). Understanding IT adoption decisions in small business: integrating current theories. Information & management, 40(4), 269-285. Safeena, R. Date, H. & Kammani, A. (2011). Internet Banking Adoption in an Emerging Economy: Indian Consumer's Perspective. Int. Arab J. e-Technol. 2(1), 56-64. Sathye, M. (1999). Adoption of Internet banking by Australian consumers: an empirical investigation. International Journal of bank marketing, 17(7), 324-334. Suh, B. & Han, I. (2003). Effect of trust on customer acceptance of Internet banking. Electronic Commerce research and applications, 1(3), 247-263. https://www.statista.com/statistics/369333/number-ecommerce-transactions-worldwide/ www.statista.com/statistics/369333/number-ecommerce-transactions-worldwide Yoon, C. (2010). Antecedents of customer satisfaction with online banking in China: The effects of experience. Computers in Human Behavior, 26(6), 1296-1304. Yousafzai, S. Pallister, J. & Foxall, G. (2009). Multi-dimensional role of trust in Internet banking adoption. The Service Industries Journal, 29(5), 591-605. Zahid, N. Mujtaba, A. & Riaz, A. (2010). Consumer acceptance of online banking. European Journal of Economics, Finance and Administrative Sciences, 27(1), 2010.
دهقانان، ح. ؛ شاهمحمدی، ن. (2013). شناسایی و رتبهبندی عوامل مؤثر بر قصد استفاده از موبایل بانک. مطالعات مدیریت فناوری اطلاعات، 1(4), 65-86. موحدی، م. ؛ عابسی، م. (1382). نگاهی به معرفی، بررسی و اصلاح مدل پذیرش فنّاوری (TAM). با توجه به شرایط ایران. اولین کنفرانس بین المللی مدیریت. Aboelmaged, M. (2010). Predicting e-procurement adoption in a developing country: an empirical integration of technology acceptance model and theory of planned behaviour. Industrial Management & Data Systems, 110(3), 392-414. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. Al-hawari, M. (2006). The Impact of automated service quality on Financial Performance and the mediating role of customer retention. Journal of Financial Service Marketing, 10 (3), 228-243. Al-Somali, S. A. Gholami, R. & Clegg, B. (2009). An investigation into the acceptance of online banking in Saudi Arabia. Technovation, 29(2), 130-141. Amalnick,M. (1386). Organization Critical success factors in the adoption of e-banking. 24-25. (in persian) Sukkar, A. A. & Hasan, H. (2005). Toward a model for the acceptance of internet banking in developing countries. Information Technology for Development, 11(4), 381-398. Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340. Eriksson, K. Kerem, K. & Nilsson, D. (2005). Customer acceptance of internet banking in Estonia. International journal of bank marketing, 23(2), 200-216. Foon, Y. S. & Fah, B. C. Y. (2011). Internet banking adoption in Kuala Lumpur: an application of UTAUT model. International Journal of Business and Management, 6(4), 161. Fishbein, M. & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Gefen, D. “Customer Loyalty in E-commerce”, Journal of the Association for Information Systems, No. 3, pp. 27-51, (2002). Gikandi, J. W. & Bloor, C. (2010). Adoption and effectiveness of electronic banking in Kenya. Electronic commerce research and applications, 9(4), 277-282. Goi, C. L. (2015). Factors influence development of E-banking in Malaysia. The Journal of Internet Banking and Commerce, 2006. hassani, F. (1386). The study of E-banking situation in Iran. Journal of the National Trust. (in persian) Hassanuddin, N. A. Abdullah, Z. Mansor, N. & Hassan, N. H. (2012). Acceptance towards the use of internet banking services of cooperative bank. International Journal of Academic Research in Business and Social Sciences, 2(3), 135. Karjaluoto, H. Mattila, M. & Pento, T. (2002). Factors underlying attitude formation towards online banking in Finland. International journal of bank marketing, 20(6), 261-272. Kohiesfahani. (1386). Solutions for e-banking culture in Iran. Secretariat of making Culture of e-banking. (in persian) Lee, M. C. (2009). Predicting and explaining the adoption of online trading: An empirical study in Taiwan. Decision Support Systems, 47(2), 133-142. 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. Lu, Y. Cao, Y. Wang, B. & Yang, S. (2011). A study on factors that affect users’ behavioral intention to transfer usage from the offline to the online channel. Computers in Human Behavior, 27(1), 355-364. Momeni, M. & Ghayomi, A. (1386). Statistical data analysis by using SPSS (Vol. 1): ketab nou. (in persian) Moss, S. Prosser, H. Costello, H. Simpson, N. Patel, P. Rowe, S... . Hatton, C. (1998). Reliability and validity of the PAS‐ADD Checklist for detecting psychiatric disorders in adults with intellectual disability. Journal of Intellectual Disability Research, 42(2), 173-183. Nasri, W. & Charfeddine, L. (2012). Factors affecting the adoption of Internet banking in Tunisia: An integration theory of acceptance model and theory of planned behavior. The Journal of High Technology Management Research, 23(1), 1-14. Pandey, P. Mayya, S. & Joshi, H. (2015). Internet Banking Adoption: An Observation on public sector bank customers of urban area of Udupi district, Karnataka, India. Research Journal of Management Sciences, 4(5), 6-14. Pikkarainen, T. Pikkarainen, K. Karjaluoto, H. & Pahnila, S. (2004). Consumer acceptance of online banking: an extension of the technology acceptance model. Internet research, 14(3), 224-235. Riemenschneider, C. K. Harrison, D. A. & Mykytyn, P. P. (2003). Understanding IT adoption decisions in small business: integrating current theories. Information & management, 40(4), 269-285. Safeena, R. Date, H. & Kammani, A. (2011). Internet Banking Adoption in an Emerging Economy: Indian Consumer's Perspective. Int. Arab J. e-Technol. 2(1), 56-64. Sathye, M. (1999). Adoption of Internet banking by Australian consumers: an empirical investigation. International Journal of bank marketing, 17(7), 324-334. Suh, B. & Han, I. (2003). Effect of trust on customer acceptance of Internet banking. Electronic Commerce research and applications, 1(3), 247-263. https://www.statista.com/statistics/369333/number-ecommerce-transactions-worldwide/ www.statista.com/statistics/369333/number-ecommerce-transactions-worldwide Yoon, C. (2010). Antecedents of customer satisfaction with online banking in China: The effects of experience. Computers in Human Behavior, 26(6), 1296-1304. Yousafzai, S. Pallister, J. & Foxall, G. (2009). Multi-dimensional role of trust in Internet banking adoption. The Service Industries Journal, 29(5), 591-605. Zahid, N. Mujtaba, A. & Riaz, A. (2010). Consumer acceptance of online banking. European Journal of Economics, Finance and Administrative Sciences, 27(1), 2010.
دهقانان، ح. ؛ شاهمحمدی، ن. (2013). شناسایی و رتبهبندی عوامل مؤثر بر قصد استفاده از موبایل بانک. مطالعات مدیریت فناوری اطلاعات، 1(4), 65-86. موحدی، م. ؛ عابسی، م. (1382). نگاهی به معرفی، بررسی و اصلاح مدل پذیرش فنّاوری (TAM). با توجه به شرایط ایران. اولین کنفرانس بین المللی مدیریت. Aboelmaged, M. (2010). Predicting e-procurement adoption in a developing country: an empirical integration of technology acceptance model and theory of planned behaviour. Industrial Management & Data Systems, 110(3), 392-414. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. Al-hawari, M. (2006). The Impact of automated service quality on Financial Performance and the mediating role of customer retention. Journal of Financial Service Marketing, 10 (3), 228-243. Al-Somali, S. A. Gholami, R. & Clegg, B. (2009). An investigation into the acceptance of online banking in Saudi Arabia. Technovation, 29(2), 130-141. Amalnick,M. (1386). Organization Critical success factors in the adoption of e-banking. 24-25. (in persian) Sukkar, A. A. & Hasan, H. (2005). Toward a model for the acceptance of internet banking in developing countries. Information Technology for Development, 11(4), 381-398. Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340. Eriksson, K. Kerem, K. & Nilsson, D. (2005). Customer acceptance of internet banking in Estonia. International journal of bank marketing, 23(2), 200-216. Foon, Y. S. & Fah, B. C. Y. (2011). Internet banking adoption in Kuala Lumpur: an application of UTAUT model. International Journal of Business and Management, 6(4), 161. Fishbein, M. & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Gefen, D. “Customer Loyalty in E-commerce”, Journal of the Association for Information Systems, No. 3, pp. 27-51, (2002). Gikandi, J. W. & Bloor, C. (2010). Adoption and effectiveness of electronic banking in Kenya. Electronic commerce research and applications, 9(4), 277-282. Goi, C. L. (2015). Factors influence development of E-banking in Malaysia. The Journal of Internet Banking and Commerce, 2006. hassani, F. (1386). The study of E-banking situation in Iran. Journal of the National Trust. (in persian) Hassanuddin, N. A. Abdullah, Z. Mansor, N. & Hassan, N. H. (2012). Acceptance towards the use of internet banking services of cooperative bank. International Journal of Academic Research in Business and Social Sciences, 2(3), 135. Karjaluoto, H. Mattila, M. & Pento, T. (2002). Factors underlying attitude formation towards online banking in Finland. International journal of bank marketing, 20(6), 261-272. Kohiesfahani. (1386). Solutions for e-banking culture in Iran. Secretariat of making Culture of e-banking. (in persian) Lee, M. C. (2009). Predicting and explaining the adoption of online trading: An empirical study in Taiwan. Decision Support Systems, 47(2), 133-142. 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. Lu, Y. Cao, Y. Wang, B. & Yang, S. (2011). A study on factors that affect users’ behavioral intention to transfer usage from the offline to the online channel. Computers in Human Behavior, 27(1), 355-364. Momeni, M. & Ghayomi, A. (1386). Statistical data analysis by using SPSS (Vol. 1): ketab nou. (in persian) Moss, S. Prosser, H. Costello, H. Simpson, N. Patel, P. Rowe, S... . Hatton, C. (1998). Reliability and validity of the PAS‐ADD Checklist for detecting psychiatric disorders in adults with intellectual disability. Journal of Intellectual Disability Research, 42(2), 173-183. Nasri, W. & Charfeddine, L. (2012). Factors affecting the adoption of Internet banking in Tunisia: An integration theory of acceptance model and theory of planned behavior. The Journal of High Technology Management Research, 23(1), 1-14. Pandey, P. Mayya, S. & Joshi, H. (2015). Internet Banking Adoption: An Observation on public sector bank customers of urban area of Udupi district, Karnataka, India. Research Journal of Management Sciences, 4(5), 6-14. Pikkarainen, T. Pikkarainen, K. Karjaluoto, H. & Pahnila, S. (2004). Consumer acceptance of online banking: an extension of the technology acceptance model. Internet research, 14(3), 224-235. Riemenschneider, C. K. Harrison, D. A. & Mykytyn, P. P. (2003). Understanding IT adoption decisions in small business: integrating current theories. Information & management, 40(4), 269-285. Safeena, R. Date, H. & Kammani, A. (2011). Internet Banking Adoption in an Emerging Economy: Indian Consumer's Perspective. Int. Arab J. e-Technol. 2(1), 56-64. Sathye, M. (1999). Adoption of Internet banking by Australian consumers: an empirical investigation. International Journal of bank marketing, 17(7), 324-334. Suh, B. & Han, I. (2003). Effect of trust on customer acceptance of Internet banking. Electronic Commerce research and applications, 1(3), 247-263. https://www.statista.com/statistics/369333/number-ecommerce-transactions-worldwide/ www.statista.com/statistics/369333/number-ecommerce-transactions-worldwide Yoon, C. (2010). Antecedents of customer satisfaction with online banking in China: The effects of experience. Computers in Human Behavior, 26(6), 1296-1304. Yousafzai, S. Pallister, J. & Foxall, G. (2009). Multi-dimensional role of trust in Internet banking adoption. The Service Industries Journal, 29(5), 591-605. Zahid, N. Mujtaba, A. & Riaz, A. (2010). Consumer acceptance of online banking. European Journal of Economics, Finance and Administrative Sciences, 27(1), 2010.
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