عنوان انگلیسی مقاله: 

Effect of trust on customer acceptance of Internet banking

ترجمه عنوان مقاله: تاثیر اعتماد مشتری بر پذیرش بانکداری اینترنتی

رشته: مدیریت بازاریابی

سال انتشار: 2002

تعداد صفحات مقاله انگلیسی: 17 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Absract Effect of trust on customer acceptance of Internet banking

Two beliefs, ease of use and usefulness, have been considered to be fundamental in determining the acceptance of various IS in the past decades. These beliefs may not, however, fully explain the users’ behavior in an emerging environment such as Internet banking. In this study, we introduce trust as another belief that has an impact on the acceptance of Internet banking. We collected 845 cases on the Web to survey users’ behavior towards Internet banks. The results of statistical analyses using structural equation modeling indicate that trust has a significant impact on the acceptance of Internet banking.

Keywords: Customer trust, Internet banking, Technology acceptance model

مقدمه مقاله

Introduction Effect of trust on customer acceptance of Internet banking

In the past decades, much research has paid attention to the perceived usefulness and perceived ease of use as the determinants of the individual’s acceptance of IS These constructs are the salient beliefs underpinning the Technology Acceptance Model (TAM) The TAM is one of the most widely used models for explaining the factors that have an impact on user acceptance of IS. Many studies have demonstrated the validity of the TAM across a wide range of IS.

However, the factors contributing to the acceptance of new IS are likely to vary with the technology, target users, and context Internet banking is very different from traditional IS. That is, Internet banking uses emerging technologies, such as the Internet and WWW, and enables customers (users of Internet banking) to perform financial activities in virtual space. Research on customer acceptance of Internet banking may, therefore, enhance the understanding of a customer’s beliefs to make him / her use Internet banking, and show how these beliefs affect Internet banking customer behavior.

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