Investigating the Impact of Factors Affecting the Acceptance of Financial Technology by Bank Customers (Case Study of Pasargad Bank)

Subject Areas : Journal of Investment Knowledge

Seyedeh shima Eftekhari sinjani ¹ (Marketing Management, Department of Business, Kish International Branch, Islamic Azad University, Kish Island, Iran.)
alireza rousta ² (Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.)
Abdullah Naami ³ (Associate professor of Business Management, South Tehran Branch Islamic Azad University, Tehran, Iran.)

Received: 2020-12-27 Accepted : 2020-12-28 Published : 2021-06-22

Keywords: of use, perceived ease, Customer Experience, perceived usefulness,

Abstract :

In today's global economy, the business outlook on banking has changed dramatically، Financial technology has become an integral part of the banking industry, and startups have expanded their scope by entering into banking activities that in the past were only covered by banks; The purpose of this study is to better investigate the impact of perceived usefulness, perceived ease, customer experience, word of mouth, reliability, trust and perceived risk on the acceptance of financial technologies by bank customers. This research is an applied goal in terms of quantitative research approach and has a descriptive survey strategy. The research approach is quantitative and has a descriptive survey strategy. The statistical population of this research is the customers of Pasargad Bank, from which 377 people were selected as a sample by Sample Power software. The data collection tool is a questionnaire and PLS software has been used for data analysis. The results show that the perceived ease variable has a negative effect on customers' trust and other variables have a positive effect on trust and thus the acceptance of financial technology and as a result the variables of reliability and trust were accepted as mediating variables.

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