Presentation a Model of Factors Affecting Adoption of Electronic Banking Based on Grounded Theory (Case Study: Maskan Bank of IRAN)
Subject Areas : FuturologyAli Omidi 1 , Vahid Reza Mirabi 2 , Edris Mahmoudi 3 , Mohammad Hossein Ranjbar 4
1 - Ph.D. student of Marketing- Qeshm Branch, Islamic Azad University
2 - Science and Research Branch, Daneshgah Blvd, Simon Bulivar Blvd, Tehran
3 - Shahid Chamran University, Golestan Blvd, Ahvaz, Iran
4 - Assistant Professor, Department of Accounting and Management, Islamic azad University, Bandar Abbas Branch
Keywords: electronic banking, perceived conveniences, Perceived performance quality, perceived confidence, perceived trust,
Abstract :
Background: With the increasing development of the Internet and electronic commerce and their expansion among the people all over of the world, the way of providing bank services for the costumers has been also changed and influenced by the Internet and electronic commerce. Nowadays, physical interactions (face to face) between the customer and the bank staff are so decreased and it is replaced with virtual communications between the customers and the banks. Therefore, traditional banking (referring to the branch and doing all the transactions in person) has been changed to technology-oriented banking. Objective: This research is aimed at identifying a comprehensive pattern for acceptance of electronic banking in Bank Maskan in Iran. Methods: According to the systematic pattern of grounded theory, information technology managers of Bank Maskan in 20 provinces, as experts, were participated in a deep qualitative interview. After encoding the interviews in 3 stages, a model was identified for accepting electronic banking of Bank Maskan. Findings: The results showed that 8 factors are effective as factors influencing the acceptance of electronic banking. Conclusion:.The factors such as: cost saving, perceived conveniences, customers’ needs management, perceived trust, perceived confidence, perceived performance quality, perceived technical complexity, and perceived value.have impact on the acceptance of electronic banking.
_||_
