Thesis of Master of Business Administration, Marketing Orientation
Summer
1391
Abstract
With the emergence of phenomena such as e-commerce and e-business, which are useful methods in the field of increasing transactions and communicating with customers, as well as the increasing acceptance of users, it has attracted the attention of many businesses to the point that in most cases, in addition to the existence of physical places to provide services, virtual places are also created by the site. were created in order to increase the enjoyment of those markets as well as the ease of communication with the customer, which led to the creation of activities such as e-learning, e-banking and other e-services. Due to the ease, speed, accuracy and security of this method, countries thought of using this new technology as much as possible, which led to the creation of the electronic city. Accordingly, in addition to the variables of the technology acceptance model, organizational support
In the next step, to check the impact of the investigated components, a questionnaire with 17 closed questions (using a 5-point Likert scale) was used to collect data. The specialized questions of the questionnaire include a combination of questions from standard questionnaires related to actual use, attitude towards use, understanding of the usefulness of use, understanding of ease of use, and perceived support.
Based on the results obtained, all variables examined except organizational support which had a significant difference compared to the average, and the average of the studied variables was not significant between the two groups of men and women. The difference in the average of the other factors in the different age groups is not significant. Other factors are not significant in different education categories. Investigations showed that the average difference of all factors except perceived organizational support in different income categories are significant at a significance level of 5%. Other cases were examined in the same way. All research hypotheses, except the hypothesis of the direct effect of perceived organizational support on actual use, were confirmed at a significance level of 5%.
Key words: technology acceptance model, electronic banking, post bank
Chapter 1
Research overview
Introduction
With the expansion of information technology in the world and its rapid entry into daily life, new issues and necessities are also has come into existence Today, a modern man is someone who has access to information, and access to information is not a necessity but a power. Meanwhile, cities have become more important as centers of human power and human civilizations.
The electronic city is created by its virtual organizations. A city can be called a virtual city in situations where the communication between organizations and citizens is established electronically. Today, easy access to the global Internet and the expansion of electronic communication between people and different organizations through the virtual world has provided a suitable platform to achieve this goal.
In the last few decades, with the expansion of communication tools, the volume of electronic activities in cities has increased, and due to the increase in speed, accuracy and security in carrying out activities, countries have become more and more inclined to use this technology, and the result of these activities has been the formation of cities and electronic government, the biggest goal of which is to provide easier urban services to citizens and reduce It is from the volume of traffic in the city and saving time and realizing social justice for all sections of the society. This issue is very important in big cities due to traffic and pollution.Since most city services provided to citizens require money exchange, a large volume of city traffic is related to this issue, and in order to minimize the physical presence of people in organizations and lean towards new technology in city activities, electronic banks were created that took on a huge part of the activities of the electronic city, because in every transaction, banks can play the role of exchanging funds.
1-2- The role of electronic banking in the electronic city
The emergence of phenomena such as e-commerce and electronic business, which are useful methods in the field of increasing transactions and communicating with customers, as well as the increasing acceptance of users, have attracted the attention of many businesses to the point that in most cases, in addition to the existence of physical locations to provide services, virtual locations were also created by sites in order to increase the enjoyment of those markets and ease of communication with customers, which led to the creation of activities such as E-learning, e-banking and other e-services. Due to the ease, speed, accuracy and security of this method, countries thought of using this new technology as much as possible, which led to the creation of the electronic city. A city where it is possible for citizens to have electronic access to all offices, places within the city, access to various information needed 24/7 in a stable, reliable and confidential manner. In other words, an electronic city is a city that, using information and communication technology, can provide various city services with other public and even private sectors in economic, social and cultural fields, 24 hours a day and 7 days a week, with appropriate quality. Some of the most important activities that take place in the Electronic City are:
Administrative activities: In the virtual offices of the Electronic City, by entering the internet address of the offices and connecting to their site, the visitors perform all their administrative tasks with a specific routine, fast and with minimal defects, and around the clock, and the signatures are done digitally. However, the current systems and offices continue to work in parallel so that people who do not have access to the Internet can do their work by visiting in person.
Commercial activities: doing business with the Internet, which includes buying and selling, advertising and marketing, communicating with customers and owners of goods, and participating in auctions. Such a method makes these activities more convenient, less expensive and more reliable, and after that you can see a decrease in prices.
Recreational activities: electronic park, computer games, visiting historical places such as museums and other places in the electronic city, as well as booking tickets are included in this category.
Scientific activities and obtaining information: using search engines such as Google, Yahoo, Altavista, etc. Accessing information in any field will be easy. With these engines as well as membership in online libraries, you can easily get a lot of current information.
Educational activities: In the electronic city, we no longer physically observe schools and universities, but all work from registration to class attendance, student-teacher communication, exams and results are done electronically.
Treatment activities: having first aid training, providing medical services, ordering medicine, even remote surgery and recently Visiting patients from a distance is one of these things. One of the advantages of this way of saving time and money is the prevention of many diseases through the medical guidance available on the site.
As can be seen, most of the services provided by Shahr Elektronik and its main bases, which consist of e-commerce and e-business, either directly or indirectly, are one of the basic operations, payment of funds, and this is where we find the necessity of electronic banking. If there is no electronic banking, most of the services of the electronic city will become informative and people will still be required to visit organizations and city centers in order to meet their needs and benefit from urban services. In this case, the electronic city will be weak in fulfilling its main goals, which are to provide easy services to citizens, reduce the volume of people's traffic, and be available around the clock, and in this case, the electronic city will lose its meaning.