Investigating the Effectiveness Constructs on Digital Technologies Adoption in Banking Systems

Subject Areas : Food Security

Fatemeh Mohamadebrahimzade Sepasgozar ¹ , Yousef Ramezani ² , sharifeh sargolzaei ³ , Samad MohamadebrahimSepasgozar ⁴

1 - M.A, Department of Financial Management, Hakim Nezami Institute of Higher Education, Quchan, Iran
2 - Assistant Professor, Department of Management, Attar Institute of Higher Education, Mashhad, Iran
3 - Assistant Professor, Department of Urban Planning, Zabol University, Zabol, Iran (Correspondence Officer)
4 - Assistant Professor, Project Management Department, Tarbiat Modares University, Tehran, Iran

Received: 2018-04-14 Accepted : 2018-09-06 Published : 2020-02-20

Keywords: Internet banking, technology adoption, Digital, Users Attitude,

Abstract :

New technologies have made it possible to make fundamental changes to the banking system and financial processes. Banks use new technologies based on their own circumstances, including the level of training and readiness of customers. In the meantime, the lack of a clear understanding of the level of adoption of bank customers from digital services is a key issue for the banking industry. Recent research does not measure the view of both users of technology that includes bank customers. One of the major challenges facing banks today is the accurate understanding of factors affecting user behavior. Therefore, this paper has been conducted with the aim of investigating the factors affecting the intention to use the customer in the banking system. The research model is based on technology acceptance model and theory of planned behavior. This is an applied research. Data were collected through a survey of 200 questionnaires distributed among users at the Mehr Bank Branches of North Khorasan Province. Reliability and validity of the questionnaire were analyzed by SPSS and Amos softwares. The results of the analysis show that the effect of perceived ease of use and perceived usefulness of the confirmation attitude and the effect of attitude and perceived usefulness of the intention to use in the customer is direct and significant and the effect of behavioral control on the intention to use, is significant and inverse. But the effect of subjective norms on intention to use is not confirmed.