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عوامل مؤثر بر پذیرش و رفتار مالی کاربران اپلیکیشن بام بانک ملی ایران: توسعه مدل UTAUT2 | ||
| نشریه سیاست ها و تحقیقات اقتصادی | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 26 فروردین 1405 | ||
| نوع مقاله: پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jepr.2026.145261.1338 | ||
| نویسندگان | ||
| هناء حسن هلال اللعیبی1؛ پرویز محمدزاده* 2؛ سیدکمال صادقی2؛ اکرم اکبری3 | ||
| 1دانشجوی دکتری اقتصاد توسعه، گروه توسعه اقتصادی و برنامهریزی، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران | ||
| 2استاد، گروه توسعه اقتصادی و برنامهریزی، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران | ||
| 3استادیار، گروه توسعه اقتصادی و برنامهریزی، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران | ||
| چکیده | ||
| با گسترش روزافزون فناوریهای مالی در نظام بانکی ایران، شناخت عوامل رفتاری مؤثر بر پذیرش بانکداری دیجیتال به اولویتی راهبردی تبدیل شده است. پژوهش حاضر باهدف تبیین عوامل مؤثر بر نیت رفتاری کاربران اپلیکیشن «بام» (بانک ملی ایران)، از چارچوب توسعهیافته UTAUT2 با افزودن سازه «اعتماد» بهره برده است. جامعه آماری شامل کاربران فعال این اپلیکیشن در کلانشهر تبریز بوده و دادهها در تابستان ۱۴۰۴ از طریق ۴۲۰ پرسشنامه معتبر حضوری و آنلاین گردآوری شد. به دلیل ماهیت رتبهای متغیر وابسته و وجود ناهمسانی واریانس، تحلیلها در دو چارچوب مکمل «رگرسیون خطی مقاوم» و «پروبیت ترتیبی» سه سطحی انجام پذیرفت. یافتههای هر دو مدل ضمن تأیید کارایی این چارچوب نظری در بافت ایران، نشان داد که «اعتماد» و «انگیزه لذتجویانه» تعیینکنندهترین پیشرانها برای حرکت کاربران به سمت «پذیرش قوی» هستند. همچنین «سودمندی ادراکشده»، «انتظار عملکرد» و «ارزش قیمتی» تأثیر مثبت و معناداری بر پذیرش دارند، درحالیکه اثر «انتظار تلاش» ضعیفتر ارزیابی شد. این نتایج بر ضرورت تمرکز سیاستگذاران بر راهبردهای اعتمادسازی، طراحی جذاب تجربه کاربری و تقویت ارزش ادراکشده تأکید میکند. | ||
| کلیدواژهها | ||
| پذیرش فناوری؛ فناوری مالی؛ بانکداری همراه؛ UTAUT2؛ پروبیت ترتیبی | ||
| مراجع | ||
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