Academic Thesis for Master's Degree
Business Management Field
Domestic Business Orientation
Abstract
Today, internet banking, using web and internet technology, enables customers to carry out their financial activities in a virtual environment. The research conducted on the acceptance of internet banking by customers improves the understanding of the customer's opinions about the use of internet banking and shows how these opinions and mindsets affect the customer's behavior regarding the use of internet banking services. The purpose of this research is to identify the factors that affect the acceptance of internet banking. In this research, the factors affecting the acceptance of Internet banking by Sepeh Bank customers are divided into six factors, which are: website features, perceived usefulness, risk and privacy protection, personal priorities, external environment and individual norms. The statistical population of the research is the customers of Sepeh Bank in Gilan province who use the services of this bank both on a case-by-case basis and continuously. According to the division of scientific research in terms of purpose, the current research is of applied type and in terms of nature and method, it is descriptive-analytical. The method of collecting data and information in this research is a questionnaire. 400 questionnaires were distributed among the customers of Sepeh Bank in Gilan province, of which 370 completed questionnaires were collected. The hypotheses of the model are adjusted according to the method of structural equations. In order to test the hypotheses, structural equation method and Lisrel software were used, and the obtained results show that all the hypotheses were confirmed. In the investigated model, the value of the fit indices shows the appropriateness of the conceptual model of the research and the results of the questionnaire data analysis are as follows: There is a direct relationship between website features, perceived usefulness, risk and privacy protection, external environment, personal priorities and individual norms with the intention to adopt internet banking, and there is a direct relationship between the intention to adopt internet banking, which is a mediating variable, with the adoption of internet banking.
Key words:
Acceptance of Internet banking, structural equation method, Internet, customers.
Introduction:
According to the wave of globalization, many concepts and definitions have changed in the socio-economic life of mankind today. The development of information technology and its expansion to the monetary and banking markets of the world, in addition to simplifying the work process related to bank customers, has also transformed the current banking methods. [Hosni et al., 1387, pp. 12-9].
The changes that the banking industry has faced in recent decades have caused major changes in the form of money and resource transfer systems. These two concepts actually create a new type of banking called internet banking. In other words, internet banking can be introduced as the use of advanced network and telecommunications technology to transfer resources (money) in the banking system. [Alami, Taghdasi Far, 1387, p. 17].
The changes brought about by the emergence of the Internet or information and communication technology in general in the lives of individuals in different societies have caused a significant increase in the speed of spreading concepts, new technology, and new services. With the rapid growth of the Internet, online banking has found a very important and fundamental role in electronic payments and has actually created a suitable platform for financial transactions [Ming1, 2009]. The World Wide Web has fundamentally changed customers' expectations about speed, accuracy, price and services, geographical distance has lost its meaning, and the availability of services, ease and speed of service distribution has created a competitive advantage for organizations, including banks. These developments have become the basis of phenomena such as mobile banking, internet banking and virtual banking [Yazdani Fard, 2014, p. 2]. Internet banking allows customers to have extensive electronic banking interactions through the bank's website, faster and at a lower cost compared to traditional branches and without time and place limitations. [Crater and Fallant2, 2008]. Stability, preservation and survival, progress and development of today's societies can only be achieved through solving problems in the best possible way. Institutions and financial-service organizations such as banks, as a small but important part of human society, are not and are not exempt from this rule.Therefore, in order to survive, overtake the competitors in the competition market and develop and progress, they should identify and solve the problems and problems in the shortest possible time. In this regard, the best way to do this is to know the interests, needs and demands and to be aware of the opinions, suggestions and criticisms of the employees and customers who somehow benefit from the services of the banks and by enjoying their services, they provide the survival of the banks and the creation of benefits for them. [Majidi Nia, 2013, p. 22].
Currently, a growing segment of customers who want to do their banking operations using electronic systems and without going to the branch is emerging. In fact, it can be said that the use of Internet banking is now an indispensable part of banking services. [Rahmati Ghofrani, 2008, p. This technology has changed the working methods and attitudes of people, organizations and governments and has created new industries, new jobs and creativity in doing things. The access of a large number of people in the world to the global Internet network and the expansion of Internet communication between people and different organizations through the virtual world has provided a suitable platform for establishing business and economic relations. [Syed Javadin, Socatchi, 2015, p. 30].
In any case, this research seeks to examine the acceptance of Internet banking by the customers of Bank Sepe in Gilan province, and at the end, methods are presented to increase the acceptance of this type of banking. In this chapter, the generalities of the research are discussed.
Statement of the problem:
The increasing growth and expansion of communication technologies has created a revolution in various aspects of human life and the functioning of organizations. Today, information technology is considered as the most beneficial part of industry, economy and culture. Many factors have led to change and transformation in the financial sector, including banking. Factors such as changes in the political, social and technological environment, the emergence of the Internet, changing customer needs and increasing their awareness, and increasing competition. According to the mentioned developments, banks have realized that they have to spend more effort and initiative in order to keep their customers. The use of these technologies in banking has many benefits for all involved groups, including: reducing costs, increasing customers and taking advantage of the various services provided by banks, facilitating banking operations and getting rid of the limitation of doing banking during office hours for bank customers. [Flavin et al.1, 2006, p. 408]. The expansion of internet communication between people and different organizations through the virtual world has provided a suitable platform for establishing business and economic relations. Internet business is one of the major achievements of information technology in economic fields. The wave of internet commerce has affected almost all companies in all economies, and these companies have entered the realm of internet commerce [Syed Javadin, Sokatchi, 2015, p. 25]. Despite the many investments made in the field of information technology use in banking, reports indicate that some users do not use it despite having access to the technology. This issue reveals the need to conduct research to identify and examine the factors that determine the acceptance of the Internet banking system by users. [Wong Lin, Tang1, 2003, p. 501].
Internet banking using web and internet technology enables customers to carry out their financial activities easily. In other words, Internet banking is a new type of information system that uses the Internet and WWW technology and enables customers to carry out their financial activities in virtual space. On the other hand, accepting and continuously using a product, service or idea is called acceptance. Acceptance of internet banking means that customers accept and use this type of banking. [Likker, Cindy, 1997]. It can be said that with the development of information and communication technology even inside homes and its accessibility for all people and human species, banks have also tried to expand their virtual presence in companies, enterprises and even homes with a new approach, instead of physical development, and in this regard, many banks around the world have provided internet services, and in addition to bank branches, ATMs and sales terminals, terminals such as personal computers, telephones or mobile phones was also created.