Thách Thức Trong Việc Áp Dụng Dịch Vụ Ngân Hàng Trực Tuyến Tại Yemen
Tóm tắt
– Mục đích của bài viết này là xác định các yếu tố ảnh hưởng đến ý định sử dụng dịch vụ ngân hàng trực tuyến của cá nhân tại Cộng hòa Yemen. Nghiên cứu hiện tại đã phát hiện ra rằng có một sự thiếu hụt các nghiên cứu thực nghiệm được tiến hành trong lĩnh vực này tại các nước Ả Rập nói chung và ở Yemen nói riêng.
– Lý thuyết hành động hợp lý (TRA) đã được mở rộng thêm bởi các yếu tố như lợi ích tương đối, rủi ro cảm nhận, phương tiện truyền thông đại chúng, ảnh hưởng của gia đình, tính đổi mới, sự hoài nghi và sự sẵn sàng công nghệ (TR). Khảo sát giấy đã được sử dụng để thu thập dữ liệu từ 1,500 khách hàng ngân hàng. Mô hình phương trình cấu trúc được áp dụng để điều tra mối quan hệ giữa các biến. TRA đã được mở rộng bởi các yếu tố lợi ích tương đối, rủi ro cảm nhận, phương tiện truyền thông đại chúng, ảnh hưởng của gia đình, tính đổi mới, sự hoài nghi và TR. Khảo sát giấy đã được sử dụng để thu thập dữ liệu từ 1,500 khách hàng ngân hàng. Mô hình phương trình cấu trúc được áp dụng để điều tra mối quan hệ giữa các biến.
– Ý định hành vi của khách hàng chịu ảnh hưởng đáng kể bởi thái độ, chuẩn chủ quan và TR. Nhìn chung, kết quả chỉ ra rằng mô hình cung cấp sự hiểu biết tốt về các yếu tố ảnh hưởng đến ý định sử dụng dịch vụ ngân hàng trực tuyến. Mô hình đã giải thích được 63.8% biến động trong ý định hành vi.
– Các phát hiện đặc biệt hữu ích cho các ngân hàng đã cung cấp dịch vụ ngân hàng trực tuyến và thậm chí còn hữu ích hơn cho những ngân hàng đang có kế hoạch cung cấp dịch vụ ngân hàng trực tuyến. Kết quả nghiên cứu có thể đóng vai trò là hướng dẫn cho các nhà quản lý ngân hàng trong việc hiểu các yếu tố và lập kế hoạch chiến lược thị trường cần được khởi xướng để tăng cường việc áp dụng ngân hàng trực tuyến trong số khách hàng hiện tại và tiềm năng.
– Các yếu tố như tính hữu ích cảm nhận, tính dễ sử dụng cảm nhận và lợi ích tương đối đã được xem như là các yếu tố quyết định việc áp dụng ngân hàng trực tuyến trong các nghiên cứu trước. Cùng với các biến trên, một biến số mới gọi là TR đã được phân tích trong nghiên cứu hiện tại. Loại nghiên cứu này chưa từng được tiến hành trong bối cảnh Trung Đông trước đây.
Từ khóa
#Ngân hàng trực tuyến #Yemen #TRA #Các yếu tố ảnh hưởng #Hành vi khách hàng #Sẵn sàng công nghệ #Lợi ích cảm nhận #Rủi ro cảm nhận #Trung ĐôngTài liệu tham khảo
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