Chấp nhận ngân hàng di động: bằng chứng thực nghiệm từ ngành ngân hàng tại Pakistan

International Journal of Bank Marketing - Tập 36 Số 7 - Trang 1386-1413 - 2018
Maya F. Farah1, Muhammad Junaid Shahid Hasni2, Abbas Khan Abbas3
1Department of Marketing, School of Business, Lebanese American University, Byblos, Lebanon
2Department of Economics and Management, Helsingin Yliopisto Maatalous-Metsatieteellinen Tiedekunta, Helsinki, Finland
3Department of Management Sciences, University of Lahore, Lahore, Pakistan

Tóm tắt

Mục đích

Mục đích của bài báo này là nghiên cứu các yếu tố quan trọng giúp giải thích ý định và hành vi sử dụng của người tiêu dùng trong việc áp dụng ngân hàng di động (m-banking). Tất cả các cấu trúc của lý thuyết chấp nhận và sử dụng công nghệ thống nhất 2 được nghiên cứu. Giá trị phi tài chính được nghiên cứu thông qua giá trị cảm nhận. Niềm tin và rủi ro cảm nhận cũng được đưa vào để dự đoán ý định.

Thiết kế/phương pháp/tiếp cận

Một bảng câu hỏi đã được sử dụng để đánh giá phản hồi của khách hàng trên thang Likert năm điểm. Một kỹ thuật lấy mẫu thuận tiện đã được sử dụng để thu thập dữ liệu từ mẫu 490 người tham gia tại Pakistan. Dữ liệu đã được phân tích bằng AMOS và SPSS cho Cronbach’s α, CR, CMV, AVE, thử nghiệm yếu tố đơn lẻ của Harmon, tương quan và mô hình phương trình cấu trúc.

Kết quả

Kết quả của nghiên cứu cho thấy hầu hết các yếu tố dự đoán ý định, bao gồm giá trị cảm nhận, kỳ vọng hiệu suất, thói quen, ảnh hưởng xã hội, kỳ vọng nỗ lực, động lực hedonistic (ngoại trừ điều kiện hỗ trợ), rủi ro cảm nhận và niềm tin, là có ý nghĩa. Tất cả các yếu tố dự đoán hành vi sử dụng đều có ý nghĩa.

Giới hạn/Ý nghĩa nghiên cứu

Một nghiên cứu cắt ngang đã được tiến hành do các hạn chế về thời gian.

Ý nghĩa thực tiễn

Các nhà quản lý ngân hàng cần tập trung vào việc cải thiện ý định của khách hàng trong việc sử dụng m-banking cũng như việc cung cấp các điều kiện hỗ trợ để tăng cường việc sử dụng thực tế. Để thúc đẩy ngân hàng di động, ban quản lý ngân hàng cần xem xét thói quen của khách hàng trong khi thiết kế các sản phẩm m-banking của họ.

Tính độc đáo/gía trị

Những phát hiện trong bài báo này không chỉ thú vị về mặt gia tăng tỷ lệ khuếch tán m-banking, mà còn về mặt bao gồm tài chính cho số đông người dùng di động. Hơn nữa, tác động của ý định, điều kiện hỗ trợ và thói quen đã được kiểm tra đối với hành vi sử dụng thực tế vì con người không phải lúc nào cũng hành động theo ý định của họ.

Từ khóa


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