از قصد تا رفتار مصرف کننده؛ بررسی نقش تعدیلگر ریسک زیبایی شناسی و ریسک اقتصادی درک شده
محورهای موضوعی : تخصصی
امید بهبودی
1
,
زهرا محمدزاده
2
*
,
طيبه رمضاني
3
1 - استادیار، گروه مدیریت موسسه آموزش عالی عطار، مشهد، ایران
2 - استادیار، گروه مدیریت موسسه آموزش عالی بینالود، مشهد، ایران
3 - کارشناسی ارشد، گروه مدیریت موسسه آموزش عالی بینالود، مشهد، ایران
کلید واژه: قصد استفاده مصرف کننده, رفتار مصرف کننده , ریسک اقتصادی درک شده, ریسک زیبایی شناسی درک شده, خدمات الکترونیکی,
چکیده مقاله :
بین قصد و رفتار مصرف کنندگان همواره تناظر برقرار نیست و عوامل مختلف می تواند بر این رابطه اثرگذار باشد که درک این عوامل برای بازاریابان اهمیت دارد. هدف اين پژوهش بررسی قصد استفاده از خدمات بانکداری الکترونیکی بر رفتار واقعی استفاده از این خدمات و نقش تعدیلگر ریسک اقتصادی و زیبایی شناسی ادراک‌شده است. روش پژوهش کاربردي، توصيفي- همبستگی است. جامعه آماری شامل مشتریان بانک آینده است که از خدمات الکترونیکی این بانک بهره می‌برند. از آنجا که حجم جامعه برای محقق نامشخص بوده است، از قاعده سرانگشتی جهت تعیین حجم نمونه استفاده شد. با توجه به تعداد سؤالات پرسشنامه، نمونه می بایست بین 170 تا 255 نفر باشد که در نهایت 250 نفر به عنوان نمونه آماری انتخاب شد. ابزار گردآوری داده ها پرسشنامه بوده است که جهت سنجش روایی آن از روایی محتوا و روایی سازه استفاده شد. جهت سنجش پایایی از ضریب آلفای کرونباخ و پایایی ترکیبی بهره گرفته شد که در نهایت روایی و پایایی تایید شد. تجزيه و تحليل داده‌ها با استفاده از تکنيک مدل‌يابي معادلات ساختاري و نرم‌افزار آماري پی ال اس صورت گرفته است. نتایج نشان داد که قصد استفاده مشتریان از خدمات الکترونیکی بانک آینده بر رفتار استفاده آنان از این گونه خدمات تاثیر دارد. همچنین ریسک اقتصادی درک شده تاثیر قصد استفاده مشتریان از خدمات الکترونیکی بانک آینده بر رفتار استفاده آنان را تعدیل می کند و اين تاثیر منفی مي باشد. در نهایت مشخص شد که ریسک زیبایی شناسی ادراک شده بر رابطه بین قصد استفاده و رفتار استفاده از خدمات بانکداری الکترونیک تأثير معنادار ندارد.
The purpose of this study is to investigate the role of intention to use electronic banking services on the actual behavior of using these services and the moderating role of economic risk and perceived aesthetics on the relationship between intention and behavior in the future bank.The descriptive research method is an applied goal,and in terms of implementation method,a descriptive survey and a questionnaire were used to collect data.In the present study,the statistical population includes customers and depositors of Ayandeh Bank who use the electronic services on the Internet of this bank. Data analysis of250 questionnaires collected from Ayandeh Bank customers in Mashhad was performed using structural equation modeling technique and PLS statistical software. The results showed that the structural model of the present study has sufficient predictive power.It was also found that the intention to use e-services affected their behavior of such services.The results showed that the perceived economic risk negatively affects consumers' intention to use the e-services of Ayandeh bank on their usage behavior.It was finally determined that perceived aesthetics risk does not affect the relationship between our sample's intention to use e-banking services' behavior.In general,the intention to use motivational factors affects the behavior of actual use of technology, and this study depicts e-banking and shows the number of efforts people are willing to make
1. Abraham, Charles, Paschal Sheeran, and Marie Johnston. "From health beliefs to self-regulation: Theoretical advances in the psychology of action control." Psychology and Health 13.4 (1998): 569-591.
2. Ayo, Charles K., and J. O. Adewoye. "The state of e-banking implementation in Nigeria: A post-consolidation review." Journal of emerging trends in economics and management sciences 1.1 (2010): 37-45.
3. Agudo-Peregrina, Ángel F., Ángel Hernández-García, and Félix J. Pascual-Miguel. "Behavioral intention, use behavior and the acceptance of electronic learning systems: Differences between higher education and lifelong learning." Computers in Human Behavior 34 (2014): 301-314.
4. Ajzen, Icek. "The theory of planned behavior." Organizational behavior and human decision processes 50.2 (1991): 179-211.
5. Akinyemi, I. O., E. O. Asani, and A. A. Adigun. "An investigation of users’ acceptance and satisfaction of e-banking system as a panacea towards a cashless economy in Nigeria." Journal of Emerging Trends in Computing and Information Sciences 4.12 (2013): 954-963.
6. Wang, Tien-Chin, and Jia-Ling Liang. "Measure user perceived service quality of information-presenting web portals: ranking with fuzzy preference relations." WSEAS Transactions on Business and Economics 3.7 (2006): 517-524.
7. Alsajjan, Bander, and Charles Dennis. "Internet banking acceptance model: Cross-market examination." Journal of business research 63.9-10 (2010): 957-963.
8. Altunel, Mustafa Cevdet, and Berkay Erkurt. "Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention." Journal of Destination Marketing & Management 4.4 (2015): 213-221.
9. Anouze, Abdel Latef M., and Ahmed S. Alamro. "Factors affecting intention to use e-banking in Jordan." International Journal of Bank Marketing 38.1 (2019): 86-112.
10. Baabdullah, Abdullah M., et al. "Consumer adoption of self-service technologies in the context of the Jordanian banking industry: Examining the moderating role of channel types." Information Systems Management 36.4 (2019): 286-305.
11. Bagozzi, Richard P. "The self-regulation of attitudes, intentions, and behavior." Social psychology quarterly (1992): 178-204.
12. Baldacchino, Godfrey, and Geoffrey Bertram. "The beak of the finch: insights into the economic development of small economies." The Round Table 98.401 (2009): 141-160.
13. Bhukya, Ramulu, and Sapna Singh. "The effect of perceived risk dimensions on purchase intention: An empirical evidence from Indian private labels market." American Journal of Business 30.4 (2015): 218-230.
14. Candra, Sevenpri. "Revisit technology acceptance model for Internet banking (Case study: Public banking in Indonesia)." International Conference on Computer, Networks and Communication Engineering (ICCNCE 2013). Atlantis Press, 2013.
15. Chen, Ching-Fu, and Fu-Shian Chen. "Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists." Tourism management 31.1 (2010): 29-35.
16. Chen, Yu‐Shan, and Ching‐Hsun Chang. "Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust." Management decision 50.3 (2012): 502-520.
17. Chou, Shih-Chun, Jay Stu, and Yuting Lin. "Determinants of e-book readers adoption and continuation: A comparison of pre-adoption and post-adoption beliefs." 5th International Conference on Computer Sciences and Convergence Information Technology. IEEE, 2010.
18. Connell, Kim Y. Hiller. "Internal and external barriers to eco‐conscious apparel acquisition." International Journal of Consumer Studies 34.3 (2010): 279-286.
19. Davari, Ali, Rezazadeh, Arash. (2013). Structural equation modeling with pls software. Tehran: ISBA. (IN PERSIAN(
20. Dehdashti Shahrokh, Zohre, and Sajjad Abdollahpour. "Model of Behavioral intention and adoption to mobile bank in Bank Saderat Iran." Journal of Business Management Perspective 16.31 (2017): 31-48.
21. Denac, Olga. "The significance and role of aesthetic education in schooling." Creative Education 5.19 (2014): 1714.
22. Ezzi, Shaza W. "A theoretical Model for Internet banking: beyond perceived usefulness and ease of use." Archives of business research 2.2 (2014): 31-46.
23. Fishbein, Martin, et al. "Predicting and understanding family planning behaviors." Understanding attitudes and predicting social behavior. Prentice Hall, 1980.
24. Grewal, Dhruv, et al. "In-store mobile phone use and customer shopping behavior: Evidence from the field." Journal of Marketing (2018(
25. Gupta, Kanishk, and Nupur Arora. "Investigating consumer intention to accept mobile payment systems through unified theory of acceptance model: An Indian perspective." South Asian Journal of Business Studies 9.1 (2020): 88-114.
26. Kashima, Yoshihisa, Cynthia Gallois, and Malcolm McCamish. "The theory of reasoned action and cooperative behaviour: It takes two to use a condom." British Journal of Social Psychology 32.3 (1993): 227-239.
27. Kesharwani, Ankit, and Shailendra Singh Bisht. "The impact of trust and perceived risk on internet banking adoption in India: An extension of technology acceptance model." International journal of bank marketing 30.4 (2012): 303-322.
28.Kollmuss, Anja, and Julian Agyeman. "Mind the gap: why do people act environmentally and what are the barriers to pro-environmental behavior?." Environmental education research 8.3 (2002): 239-260.
29. Kumar, Bipul, Ajay K. Manrai, and Lalita A. Manrai. "Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study." Journal of retailing and consumer services 34 (2017): 1-9.
30. Laumer, Sven. "Why do people reject technologies–A literature-based discussion of the phenomena “Resistance to Change” in information systems and managerial psychology research." (2011).
31. Lee, Ming-Chi. "Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit." Electronic commerce research and applications 8.3 (2009): 130-141.
32. Ling, Goh Mei, et al. "Understanding customer satisfaction of internet banking: A case study in Malacca." Procedia Economics and Finance 37 (2016): 80-85.
33. Luo, Xin, et al. "Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services." Decision support systems 49.2 (2010): 222-234.
34. Maduku, D. K. "Predicting retail banking customers' attitude towards Internet banking services in South Africa." Southern African Business Review 17.3 (2013): 76-100.
35. Mansour, Kaouther Ben. "An analysis of business’ acceptance of internet banking: an integration of e-trust to the TAM." Journal of Business & Industrial Marketing 31.8 (2016): 982-994.
36. Marakarkandy, Bijith, Nilay Yajnik, and Chandan Dasgupta. "Enabling internet banking adoption: An empirical examination with an augmented technology acceptance model (TAM)." Journal of Enterprise Information Management 30.2 (2017): 263-294.
37. Martins, Carolina, Tiago Oliveira, and Aleš Popovič. "Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application." International journal of information management 34.1 (2014): 1-13.
38. Milly, Nalugoti, et al. "Measuring mobile banking adoption in Uganda using the Technology Acceptance Model (TAM2) and perceived risk." Open Journal of Business and Management 9.01 (2021): 397.
39. Moon, Ji-Won, and Young-Gul Kim. "Extending the TAM for a World-Wide-Web context." Information & management 38.4 (2001): 217-230.
40. Nasiri, A., & Khanlari, A. (2017). The Impact of Parsian Bank Customers' Behavioral Intention on Using Electronic Banking Services with the Role of Electronic Lifestyle Adjustment, The First National Conference on New Thoughts in Business Management, Tehran. (IN PERSIAN)
41. Orbell, Sheina, and Paschal Sheeran. "‘Inclined abstainers’: A problem for predicting health‐related behaviour." British Journal of Social Psychology 37.2 (1998): 151-165.
42. Park, Hyun Jung, and Li Min Lin. "Exploring attitude–behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products." Journal of business research 117 (2020): 623-628.
43. Rahmani, R, Faridchehr, E, & Ahmadi Daniali, A. (2014). Investigating the Effects of Customers' Personality and Perceptions on Internet Banking Acceptance (Case Study: Tejarat Bank). Business Management, 6 (23), 63-82. (IN PERSIAN(
44. Rausch, Theresa Maria, and Cristopher Siegfried Kopplin. "Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing." Journal of Cleaner Production 278 (2021): 123882.
45. Reid, Michael, and Yair Levy. "Integrating trust and computer self-efficacy with TAM: An empirical assessment of customers’ acceptance of banking information systems (BIS) in Jamaica." Journal of Internet Banking and Commerce 12.3 (2008): 1-18.
46. Roy, Sanjit Kumar, et al. "Predicting Internet banking adoption in India: A perceived risk perspective." Journal of Strategic Marketing 25.5-6 (2017): 418-438.
47. Sathye, Milind. "Adoption of Internet banking by Australian consumers: an empirical investigation." International Journal of bank marketing 17.7 (1999): 324-334.
48. Shaikh, Aijaz A., and Heikki Karjaluoto. "Mobile banking adoption: A literature review." Telematics and informatics 32.1 (2015): 129-142.
49. Sharma, Rashmini, Gurmeet Singh, and Shavneet Sharma. "Modelling internet banking adoption in Fiji: A developing country perspective." International Journal of Information Management 53 (2020): 102116.
50. Sheeran, Paschal. "Intention—behavior relations: a conceptual and empirical review." European review of social psychology 12.1 (2002): 1-36.
51. Sheeran, Paschal, and Charles Abraham. "Mediator of moderators: Temporal stability of intention and the intention-behavior relation." Personality and Social Psychology Bulletin 29.2 (2003): 205-215.
52. Shih, Ya‐Yueh, and Kwoting Fang. "The use of a decomposed theory of planned behavior to study Internet banking in Taiwan." Internet research 14.3 (2004): 213-223.
53. Shin, Dong-Hee, and Chul-Woo Lee. "Disruptive innovation for social change: how technology innovation can be best managed in social context." Telematics and Informatics 28.2 (2011): 86-100.
54. Stoica, Ovidiu, Seyed Mehdian, and Alina Sargu. "The impact of internet banking on the performance of Romanian banks: DEA and PCA approach." Procedia Economics and Finance 20 (2015): 610-622.
55. Takieddine, Samer, and Jun Sun. "Internet banking diffusion: A country-level analysis." Electronic Commerce Research and Applications 14.5 (2015): 361-371.
56. Trinh, Hoang Nam, Hong Ha Tran, and Duc Hoang Quan Vuong. "Determinants of consumers’ intention to use credit card: a perspective of multifaceted perceived risk." Asian Journal of Economics and Banking 4.3 (2020): 105-120.
57. Venkatesh, Viswanath, and Fred D. Davis. "A theoretical extension of the technology acceptance model: Four longitudinal field studies." Management science 46.2 (2000): 186-204.
58. Venkatesh, Viswanath, et al. "User acceptance of information technology: Toward a unified view." MIS quarterly (2003): 425-478.
59. Webb, Thomas L., and Paschal Sheeran. "Does changing behavioral intentions engender behavior change? A meta-analysis of the experimental evidence." Psychological bulletin 132.2 (2006): 249.
60. Xenidis, Yiannis, and Demos Angelides. "The financial risks in build‐operate‐transfer projects." Construction Management and Economics 23.4 (2005): 431-441.