از قصد تا رفتار مصرف کننده؛ بررسی نقش تعدیلگر ریسک زیبایی شناسی و ریسک اقتصادی درک شده
محورهای موضوعی : تخصصی
امید بهبودی
1
(استادیار، گروه مدیریت موسسه آموزش عالی عطار، مشهد، ایران )
زهرا محمدزاده
2
(استادیار، گروه مدیریت موسسه آموزش عالی بینالود، مشهد، ایران )
طيبه رمضاني
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
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