Designing and Explaining the Model of the Cognitive Factors Affecting on Infusion of Information Technology (Case Study: Mellat Mobile Bank)

Subject Areas : Strategic Management Researches

mahdi  joneidi jafari ¹ (PhD Candidate of IT Management, Allameh Tabataba'i University (ATU), Tehran, Iran)
Mohammad Taghi  Taghavifard ² (Professor of Industrial Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran)
Soroush  Ghazinoori ³ (Associate Professor of Technology Management and Entrepreneurship, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran)
jahanyar  bamdad soofi ⁴ (Associate Professor of Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran.)

Received: 2022-12-18 Accepted : 2022-12-26 Published : 2023-06-20

Keywords: Mobile Bank, : IT Infusion, Emergent Use, Extended Use, Integrative Use,

Abstract :

With the increase in the use of smart phones and tablets, mobile banking has gradually become one of the attractive channels for banks to provide services to their customers. Banks expect users to fully utilize the services and potential of the bank's companion in order to achieve the expected benefits. It is the behaviors based on the infusion of information technology (IT) that require people to use IT in a deep and comprehensive way. Therefore, the purpose of this article is to identify and investigate the factors affecting the IT infusion (mobile banking). The research method is a mixed type and has been carried out in two parts, qualitative and quantitative. First, in the qualitative section, semi-structured interviews were conducted with 16 users of Mellat Mobile Bank, who were selected from the bank's management information systems, and the factors affecting the infusion of Mobile Bank were identified and categorized. Then, in the quantitative part, through the descriptive-survey method and using the questionnaire tool, data was collected from 356 users of Mellat Mobile Bank. Structural equation modeling technique and PLS software were used to analyze the data. According to the results of the research, the IT infusion includes three main categories, emergent use and innovativeness user, extended use of mobile bank features and integrative use. Also, cognitive factors include usefulness, ease of use, self-efficacy, behavioral habits and attitude of users. The results of structural equation modeling indicate the influence of these factors on the IT infusion.

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