طراحی و تبیین مدل عوامل شناختی مؤثر بر رسوخ فناوری اطلاعات (مورد مطالعه: همراه-بانک ملت)
محورهای موضوعی : پژوهش های مدیریت راهبردی
مهدی جنیدی جعفری
1
,
محمدتقی تقوی فرد
2
,
سید سروش قاضی نوری
3
,
جهانیار بامداد صوفی
4
1 - دانشجوی دکتری رشته مدیریت فناوری اطلاعات، دانشگاه علامه طباطبائی، تهران، ایران
2 - استاد مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.
3 - دانشیارمدیریت فناوری و کارآفرینی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران
4 - دانشیار مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران
کلید واژه: همراه بانک, رسوخ IT, استفاده نوظهور, استفاده گسترده, استفاده یکپارچه,
چکیده مقاله :
با افزایش روند استفاده از گوشی و تبلت‌های هوشمند، بانکداری از طریق تلفن همراه رفته رفته به یکی از کانال‌های جذاب برای بانک‌ها جهت ارائة خدمات به مشتریان خود تبدیل شده است. بانک ها انتظار دارند که کاربران به‌طور کامل از خدمات و پتانسیل همراه بانک بهره‌برداری کنند تا به مزایای مورد انتظار دست یابند. افزایش مقدار استفاده همیشه به‌معنای افزایش کسب سود و منافع سرمایه‌گذاری نمی‌باشد. اما رفتارهای مبتنی بر رسوخ فناوری اطلاعات است که افراد را ملزم می‌کند که از IT به شکل عمیق و جامع استفاده کنند. بنابراین هدف این مقاله شناسایی و بررسی عوامل مؤثر بر رسوخ فناوری اطلاعات (همراه بانک) می‌باشد. روش پژوهش از نوع آمیخته و در دو بخش کیفی و کمّی انجام شده است. ابتدا در بخش کیفی با 16 نفر از کاربران همراه بانک ملت که از سامانه‌های اطلاعات مدیریت بانک انتخاب شده بودند، مصاحبه های نیمه ساختاریافته انجام شد و عوامل مؤثر بر رسوخ همراه بانک شناسایی و دسته بندی شد. سپس در بخش کمّی از طریق روش توصیفی- پیمایشی و با استفاده از ابزار پرسشنامه، داده ها از 356 نفر از کاربران همراه بانک ملت گردآوری شد. برای تجزیه وتحلیل داده ها از تکنیک مدل سازی معادلات ساختاری و نرم افزار PLS استفاده شد. بر طبق نتایج پژوهش، رسوخ فناوری اطلاعات شامل 3 مقوله اصلی، استفاده نوظهور و نوجویی کاربر، استفاده گسترده از ویژگی های همراه بانک و استفاده یکپارچه می باشد. همچنین عوامل شناختی شامل، سودمندی، سهولت استفاده، خودکارآمدی، عادت های رفتاری و نگرش کاربران می باشد. نتایج مدل سازی معادلات ساختاری از حکایت از تأثیر این عوامل بر رسوخ فناوری اطلاعات دارد.
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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