مدلی برای پذیرش بانکداری الکترونیکی با در نظر گرفتن عامل اعتماد مشتریان

بخشی, مریم; سمیع زاده, رضا

doi:10.22054/ims.2017.7054

نوع مقاله : مقاله پژوهشی

نویسندگان

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

https://doi.org/10.22054/ims.2017.7054

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

عنوان مقاله [English]

Studying a model for E-banking adoption by considering customer trust

نویسندگان [English]

Maryam Bakhshi ¹
Reza Samizadeh ²

¹ 1. MSc. in Information Technology Management., Faculty of Engineering, Alzahra University, Tehran, Iran

² Assistant Prof., Faculty of Industrial Engineering, University of Alzahra Tehran,, Iran

چکیده [English]

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The fast development of the Internet in the banking sector encourages customers to use electronic banking. This study presents the key findings which is the result of studying the experiences of Iranian users in the field of electronic banking. The aim of this study is to identify factors encouraging users to receive e-banking adoption. The structure of this study was developed based on the Technology Acceptance Model & utilizes other important variables such as trust, security, prior experience, knowledge of service and quality of Internet access. This model experimentally studies the affecting factors on behavior of 180 users in e-banking adoption. In the study, structural equation modeling was used to analyze the data and hypothesis test.
The findings show that the quality of internet connection and awareness of e-banking services have significant effects on perceived usefulness and perceived ease of use on electronic banking adoption. Trust also has a significant impact on attitudes towards e-banking adoption

کلیدواژه‌ها [English]

: Electronic banking
Perceived ease of use
Perceived Usefulness
Technology Acceptance Model

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