The Effect of Internet Advertising on Electronic Banking Services

Subject Areas : مدیریت

Beitoollah Akbarimogaddam ¹ , Mahdi Behbodi ² , Farzaneh Jafari ³

1 - استادیار دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی واحد قزوین، ایران
2 - دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی واحد قزوین، ایران (عهده دار مکاتبات)
3 - استادیار دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی واحد قزوین، ایران

Received: 2012-04-02 Accepted : 2013-02-07 Published : 2013-02-19

Keywords: Internet banking, Internet advertising, Arousal, and Pleasure,

Abstract :

As the number of Iranian internet users exceeds 33 million, businesses in Iran are making the transition from traditional methods to electronic methods. Also, with the rapid development of e-commerce, the internet, and banking and financial sectors, customers are encouraged to utilize electronic banking. It is necessary for banking systems to consider the method of encouraging internet users to perform electronic transactions through online advertising in order to maintain and develop their market, and also increase the satisfaction of their customers. This study evaluates the influence of online advertising on the levels of arousal and creating positive attitudes toward brands. After assessing the validity (content validity) and reliability (with a Chronbach's alpha of 80%) of the study, 161 questionnaires were collected and statistical data analysis was done by using the SPSS software and employing the Student's t-distribution method. The findings suggest that online advertising has a great impact on encouraging banking customers to perform electronic transactions.