Thái độ và ý định hành vi của người tiêu dùng đối với việc chấp nhận ngân hàng trực tuyến ở Ấn Độ
Tóm tắt
– Mục tiêu của bài báo này là cung cấp cái nhìn sâu sắc về các yếu tố quyết định thái độ và ý định hành vi của khách hàng đối với việc sử dụng dịch vụ ngân hàng trực tuyến, đặc biệt chú ý đến vai trò của rủi ro nhận thức, niềm tin, sự hài lòng, thiết kế trang web và ảnh hưởng xã hội.
– Một mô hình nghiên cứu dựa trên mô hình chấp nhận công nghệ (TAM) phản ánh các ảnh hưởng của niềm tin, rủi ro nhận thức, sự hài lòng, thiết kế trang web và ảnh hưởng xã hội đối với các cấu trúc TAM được đề xuất. Kỹ thuật mô hình cấu trúc phương trình được sử dụng để phân tích mẫu gồm 697 người dùng ngân hàng trực tuyến cá nhân ở Ấn Độ thông qua khảo sát trực tuyến.
– Kết quả phân tích dữ liệu xác nhận một số giả thuyết được rút ra từ tài liệu. Phù hợp với một số nghiên cứu khác, sự hữu dụng nhận thức, sự dễ sử dụng nhận thức, niềm tin và sự hài lòng nhận thức được tìm thấy là những yếu tố quyết định trực tiếp ngay lập tức của thái độ khách hàng đối với việc sử dụng ngân hàng trực tuyến. Thái độ, rủi ro nhận thức, sự hài lòng và niềm tin quyết định ý định hành vi của khách hàng sử dụng ngân hàng trực tuyến. Mặc dù ảnh hưởng trực tiếp của thiết kế trang web nhận thức chỉ đáng kể đối với sự dễ sử dụng nhận thức, nhưng ảnh hưởng gián tiếp của nó lại đáng kể đối với sự hữu dụng nhận thức, thái độ và ý định hành vi. Hơn nữa, sự hài lòng nhận thức tác động cả trực tiếp và gián tiếp lên sự hữu dụng nhận thức nhưng chỉ tác động trực tiếp lên sự dễ sử dụng nhận thức.
– Tính tổng quát của nghiên cứu này là một hạn chế thực tiễn trong các nghiên cứu người tiêu dùng và nghiên cứu này không phải là ngoại lệ đối với điều đó. Nghiên cứu hiện tại chỉ tập trung vào một số yếu tố công nghệ, hành vi và thái độ và nhiều yếu tố đặc thù khách hàng và các yếu tố tâm lý và hành vi khác như chi phí, giá trị nhận thức, chất lượng dịch vụ và sự hài lòng, có thể cung cấp cái nhìn sâu sắc hơn về quá trình chấp nhận, không là một phần của phạm vi nghiên cứu.
– Nghiên cứu này chỉ ra các ứng dụng ở ba góc độ, đó là lý thuyết, phương pháp luận và quản lý. Hơn nữa, nghiên cứu này cung cấp các khuyến nghị thực tiễn để nâng cao niềm tin của khách hàng và hướng dẫn giảm thiểu rủi ro nhận thức. Ứng dụng quan trọng nhất cho ngành ngân hàng là ngoài việc cung cấp các dịch vụ có lợi và dễ sử dụng, họ cần xây dựng mối quan hệ tin cậy với khách hàng.
– Nghiên cứu này mở rộng khối lượng tài liệu hiện có về ngân hàng trực tuyến bằng cách tích hợp niềm tin và nhận thức rủi ro. Các ảnh hưởng của thiết kế trang web và sự hài lòng nhận thức lên việc chấp nhận ngân hàng trực tuyến đã được xem xét và được tìm thấy có ý nghĩa trong bối cảnh Ấn Độ. Ngoài ra, nó cho phép chúng tôi đóng góp vào tài liệu hiện tại về thị trường dịch vụ ngân hàng trực tuyến ở Ấn Độ, một thị trường chủ yếu chưa được nghiên cứu.
Từ khóa
#thái độ người tiêu dùng #ý định hành vi #ngân hàng trực tuyến #rủi ro nhận thức #niềm tin #hài lòng #thiết kế trang web #ảnh hưởng xã hộiTài liệu tham khảo
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