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بررسی مؤلفههای فناورانه، رفتاری و محیطی بر پذیرش همراهبانک در صنعت بانکداری (مطالعه موردی: مشتریان بانک صادرات شهر سنندج) | ||
| سیاست ها و تحقیقات اقتصادی | ||
| مقاله 4، دوره 4، شماره 4 - شماره پیاپی 16، دی 1404، صفحه 95-136 اصل مقاله (1.75 M) | ||
| نوع مقاله: پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jepr.2025.142963.1230 | ||
| نویسندگان | ||
| خبات نسائی* 1؛ سید محمد رضا موحد2؛ محمد یاسین زندسلیمی3 | ||
| 1استادیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران | ||
| 2دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران | ||
| 3کارشناسیارشد، گروه مدیریت بازرگانی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران | ||
| چکیده | ||
| امروزه، همراهبانک بهعنوان یکی از فناوریهای نوین در حوزۀ بانکداری، بهشدت رشد و توسعهیافته است. بااینحال، پذیرش همراهبانک توسط مشتریان، یکی از چالشهای مهم این فناوری محسوب میشود. هدف پژوهش حاضر بررسی تأثیر مؤلفههای فناورانه، رفتاری و محیطی بر پذیرش همراهبانک در صنعت بانکداری است. این پژوهش از نظر هدف، کاربردی با رویکرد کمّی و ماهیت توصیفی پیمایشی است. جامعۀ آماری، مشتریان بانک صادرات شهر سنندج بودند که سابقۀ استفاده از همراهبانک صادرات را داشتند و تعداد ۳۸۴ نفر بر اساس روش نمونهگیری دردسترس، بهعنوان نمونه انتخاب شدند. برای جمعآوری دادهها، از پرسشنامۀ استاندارد و جهت تجزیهوتحلیل دادهها، از نرمافزارهای اسمارتپیالاس و اسپیاساس استفاده شد. جهت بررسی روایی پژوهش، از روایی محتوایی، همگرا و واگرا و پایایی، از آزمونهای پایایی ترکیبی و ضریب آلفای کرونباخ استفاده شد که تمامی آزمونها تأیید کردند. نتایج نشان داد مؤلفههای فناورانه، رفتاری و محیطی بر قصد رفتاری و نهایتاً پذیرش همراهبانک تأثیر معناداری دارند. این مؤلفهها از عوامل مؤثر در حوزۀ بانکداری دیجیتال به شمار میروند. | ||
| کلیدواژهها | ||
| مولفههای فناورانه؛ مولفههای رفتاری؛ مولفههای محیطی؛ پذیرش همراهبانک؛ صنعت بانکداری | ||
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