Factors Influencing Acceptance of Electronic Banking by the Customers of Parsian Bank
Subject Areas : Jounal of Marketing ManagementZ. Dehdashti Shahrokh 1 , M. M. Kavarooei 2
1 - استادیار، عضو هیات علمی دانشگاه علامه طباطبایی
2 - دانش آموخته کارشناسی ارشد مدیریت بازرگانی (گرایش بازاریابی بین الملل)، دانشگاه علامه طباطبایی
Keywords: Chang, Technology Acceptance, electronic banking, Perceived use fullness, Perceived case of use, Perceived enjoyment,
Abstract :
It is important to find out why individuals elect to use or not use a new technology when they have a choice. This information would help developers build systems that people want to use or find out why potential users avoid an existing technology.The goal of this article is to increase our current understanding of the factors that influence E-Banking acceptance by the customers of Parsian Bank, In order to achieve this goal after studying various models, the Pikkarainen model have been used to recognize the effecting factors on acceptance of Electronic Banking.This model consist of six factors (perceived usefulness, perceived ease of use, perceived enjoyment, information on online banking, security and privacy, quality of internet connection ) that we assume to have an affect on acceptance of E-Banking among customers of Parsian Bank, the research method is descriptive of survey type and the sample size was 583.Likert five point scales were used as a basis of questions. Finally the finding factors were prioritized by mean rank: Security and privacy, Information on online banking, Perceived usefulness, Perceived ease of use, Quality of Internet Connection and Perceived enjoyment.
