Khuyến khích việc tiếp nhận ngân hàng trực tuyến

Journal of Enterprise Information Management - Tập 30 Số 2 - Trang 263-294 - 2017
Bijith Marakarkandy1, Nilay Yajnik2, Chandan Dasgupta2
1Department of Information Technology, Thakur College of Engineering and Technology, Mumbai, India
2School of Business Management, Narsee Monjee Institute of Management Studies, Mumbai, Maharashtra, India

Tóm tắt

Mục đích Việc tích hợp các yếu tố tiền đề phù hợp vào mô hình TAM sẽ dẫn đến sự hiểu biết tốt hơn về các yếu tố quyết định hoạt động như là yếu tố kích hoạt cho việc tiếp nhận ngân hàng trên internet. Mục đích của bài báo là xác định ảnh hưởng của các yếu tố tiền đề như chuẩn chủ quan, hình ảnh, sáng kiến của ngân hàng, hiệu quả tự thân ngân hàng internet, hiệu quả sử dụng internet, sự tin tưởng, rủi ro cảm nhận, khả năng thử nghiệm và hỗ trợ của chính phủ lên các cấu trúc hiện có của mô hình chấp nhận công nghệ (TAM) và kiểm tra tính đồng nhất đo lường và tác động điều tiết của các biến nhân khẩu học lên mối quan hệ giữa các cấu trúc tiềm ẩn được sử dụng trong TAM mở rộng này. Thiết kế/phương pháp luận Một bảng khảo sát đã được thực hiện trên người sử dụng ngân hàng internet và tổng cộng 300 phản hồi đã được thu thập. Cách tiếp cận hai bước do Hair et al. (2006) và Schumacker và Lomax (2004) đề xuất đã được sử dụng trong nghiên cứu này. Mô hình đề xuất đã được đánh giá bằng phương pháp phân tích nhân tố xác nhận. Mô hình cấu trúc sau đó được kiểm tra để xác lập giá trị danh ngôn. Dữ liệu dựa trên bốn chiều nhân khẩu học là giới tính, độ tuổi, thu nhập, giáo dục đã được chia thành hai nhóm cho mỗi chiều nhân khẩu học này. Thử nghiệm đồng nhất trước tiên được thực hiện trên mô hình đo lường và sau đó trên mô hình cấu trúc. Mô hình đo lường và mô hình cấu trúc đã được đối chiếu kiểm tra về tính tương đương của tham số giữa các nhóm. Kết quả Kết quả nghiên cứu ủng hộ mô hình đề xuất và do đó góp phần hiểu rõ ảnh hưởng của chuẩn chủ quan, hình ảnh, sáng kiến của ngân hàng, hiệu quả tự thân ngân hàng internet, hiệu quả sử dụng internet, sự tin tưởng, rủi ro cảm nhận và hỗ trợ của chính phủ đối với việc tiếp nhận ngân hàng internet. Các biến dự đoán trong TAM mở rộng có thể giải thích 29.9% của sự biến đổi trong việc sử dụng thực tế ngân hàng internet so với mô hình TAM chỉ giải thích được 26.5% biến đổi trong việc sử dụng thực tế ngân hàng internet. Sự khác biệt đáng kể trong mối quan hệ giữa các cấu trúc khác nhau của mô hình đã được ghi nhận khi mô hình được kiểm tra sự đồng nhất đa nhóm. Hạn chế/nghĩa lý nghiên cứu Nghiên cứu này có cùng hạn chế như hầu hết các nghiên cứu khác liên quan tới TAM. Trong nghiên cứu này, các phép đo về mức độ sử dụng được báo cáo tự thân đã được xem như sử dụng thực tế. Những phát hiện từ nghiên cứu có thể có ích cho các nhà tiếp thị trong việc nhắm mục tiêu cụ thể và tùy chỉnh chiến dịch tiếp thị tập trung vào các yếu tố được phát hiện là có sức ảnh hưởng mạnh mẽ dẫn đến việc sử dụng ngân hàng trên internet cho từng nhóm đối tượng mục tiêu. Giá trị/đóng góp gốc Thách thức chính trong nghiên cứu này là phát triển mô hình khái niệm cho việc tiếp nhận ngân hàng internet bằng cách mở rộng mô hình TAM và có được sự hỗ trợ lý thuyết vững chắc từ tài liệu hiện có cho các yếu tố liên quan cùng với mối quan hệ của chúng để khám phá những hiểu biết mới về các yếu tố chịu trách nhiệm cho việc tiếp nhận ngân hàng internet. Mô hình mở rộng đã cải thiện khả năng dự đoán và tiện ích giải thích.

Từ khóa

#ngân hàng trên internet #mô hình chấp nhận công nghệ (TAM) #yếu tố tiền đề #thử nghiệm đa nhóm #sự hỗ trợ của chính phủ #hiệu quả tự thân #rủi ro cảm nhận #chuẩn chủ quan #sáng kiến của ngân hàng

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Journal of Enterprise Information Management

Tập 30 Số 2

263-294

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