نوع مقاله : یادداشت فنی
نویسندگان
1 دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی
2 گروه مدیریت فناوری اطلاعات، پژوهشگاه علوم و فنّاوری اطلاعات ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Internet Banking (IB) is the term used for the new age banking system. Actually, IB is revolutionizing the banking industry and is no longer seen as merely an additional delivery channel. Despite the advantages of IB, recent views suggest that IB may not achieve the levels of transformation as predicted. Due to this fact, adoption has become one of the discussed topics in the research area of this banking delivery channel. Knowing the determinants on IB adoption could help banking companies improve their service to attract more users. This research has been conducted to find decisive factors in the adoption and usage of IB through a developed technology acceptance model. Based on this model, the application of this technology is dependent on behavioral intention, which is, in turn, affected by perceived usefulness, perceived ease of use, perceived self-efficacy and perceived risk. The questionnaire used in this study was distributed to Eghtesad Novin Bank customers and 381 effective responses were received. Then, the gathered data were analyzed using a three step method, consisting of the Chi squire test, a correlation test and regression analysis. The findings of the study indicate that perceived usefulness, perceived ease of use and perceived self-efficacy have positive effects on the adoption of IB. Despite research hypotheses, perceived risk has a beneficial effect on the adoption of IB. Moreover, behavioral intention has a positive impact on the utilization of this service. The managerial implications of the study are that, with information and training courses, the banks should provide conditions under which bank customers feel that the use of IB service is easy and is easily accessible. Advertising through mass media, newspapers, bank websites and other media, printing information brochures and help booklets can introduce the advantages and ease of use of IB compared with traditional banking. Bank managers can also increase the confidence and self-efficacy of customers using IB services by computer and Internet training courses for traditional banking customers and using demonstrations to teach them how to use this service.
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