چکیده:
ورود ﻓﻨﺎوری اﻃﻼﻋﺎت در ﺻﻨﻌﺖ ﺑﺎﻧﮑﺪاری، ﺑﺎﻋﺚ اﯾﺠﺎد ﻓﻀﺎی رﻗﺎﺑﺘﯽ در اﯾﻦ ﺻﻨﻌﺖ ﺷﺪه اﺳﺖ. ﺑﺎﻧﮑﻬﺎ ﺑﺮای ﮐﺴﺐ ﻣﺸﺘﺮﯾﺎن ﺑﯿﺸﺘﺮ، ﭘﺎﯾﯿﻦ آوردن ﻫﺰﯾﻨﻪ ﻫﺎ و در ﻧﺘﯿﺠﻪ ﮐﺴﺐ ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﻧﯿﺎز دارﻧﺪ ﮐﻪ ﺷﯿﻮه ﻫﺎی ﻧﻮﯾﻦ ﺑﺎﻧﮑﺪاری را ﺟﺎﯾﮕﺰﯾﻦ روﺷﻬﺎی ﺳﻨﺘﯽ ﻧﻤﺎﯾﻨﺪ. ﺗﻐﯿﯿﺮ ﻓﻨﺎورﯾﻬﺎ و اوﻟﻮﯾﺘﻬﺎی ﻣﺸﺘﺮﯾﺎن ﻣﯽ ﺗﻮاﻧﺪ ﺗﺄﺛﯿﺮی ﺷﮕﺮف ﺑﺮ ﻣﻮﻓﻘﯿﺖ اﺳﺘﺮاﺗﮋی ﺑﺎﻧﮏ ﻫﺎ داﺷﺘﻪ ﺑﺎﺷﺪ. ﺑﺎ در ﻧﻈﺮ ﮔﺮﻓﺘﻦ رﺷﺪ اﺳﺘﻔﺎده از ﻣﻮﺑﺎﯾﻞ ﺑﺎﻧﮏ، ﻧﻬﺎدﻫﺎی ﻣﺎﻟﯽ درﺣﺎل اراﺋﻪ اﯾﻦ ﻓﻨﺎوری ﺑﻪ ﻋﻨﻮان ﻗﺴﻤﺘﯽ از راﻫﮑﺎرﻫﺎی اﺳﺘﺮاﺗﮋﯾﮏ ﺧﻮد ﻫﺴﺘﻨﺪ. اﮔﺮﭼﻪ اﺳﺘﻔﺎده از ﻓﻨﺎوری ﻫﺎی ﻧﻮﯾﻦ ﻫﻤﻮاره از ﺳﻮی ﺑﺨﺸﯽ از ﻣﺸﺘﺮﯾﺎن ﻣﻤﮑﻦ اﺳﺖ ﻣﻮرد ﭘﺬﯾﺮش ﻗﺮار ﻧﮕﯿﺮد ﮐﻪ از ﻣﺴﺎﺋﻞ ﭘﯿﺶ روی ﺻﻨﻌﺖ ﺑﺎﻧﮑﺪاری اﺳﺖ. ﯾﮑﯽ از ﻣﺪلﻫﺎی ﭘﺬﯾﺮش و اﺗﺨﺎذ ﺗﮑﻨﻮﻟﻮژیﻫﺎی ﻋﻤﻮﻣﯽ، ﻧﻈﺮﯾﻪ ﯾﮑﭙﺎرﭼﻪ ﭘﺬﯾﺮش و اﺳﺘﻔﺎده از ﻓﻨﺎوری و ﻣﺪل ﺗﺎﯾﯿﺪ اﻧﺘﻈﺎرات اﺳﺖ ﮐﻪ در اﯾﻦ ﭘﮋوﻫﺶ ﺑﺮای ﺣﻞ ﻣﺴﺌﻠﻪ ﻣﺮﺑﻮﻃﻪ ﺗﻠﻔﯿﻘﯽ از ﻣﺪل ﻫﺎی ﻓﻮق ﻣﻮرد اﺳﺘﻔﺎده ﻗﺮار ﮔﺮﻓﺘﻪ اﺳﺖ. ﻣﺤﻞ ﻣﻮرد ﻣﻄﺎﻟﻌﻪ اﯾﻦ ﺗﺤﻘﯿﻖ، داﻧﺸﺠﻮﯾﺎن داﻧﺸﮕﺎه ﻫﺎی ﺷﻬﺮﺳﺘﺎن ﻓﺴﺎ ﺑﻮده ﮐﻪ ﺑﺎ اﺳﺘﻔﺎده از راﺑﻄﻪ ﮐﻮﮐﺮان و ﺑﻪ روش ﺗﺼﺎدﻓﯽ 361 ﻧﻔﺮ ﺑﻪ ﻋﻨﻮان ﻧﻤﻮﻧﻪ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. روش ﺗﺤﻘﯿﻖ از ﻧﻮع ﺗﻮﺻﯿﻔﯽ- ﻫﻤﺒﺴﺘﮕﯽ ﺑﻮده و اﺑﺰار ﮔﺮدآوری اﻃﻼﻋﺎت، ﭘﺮﺳﺸﻨﺎﻣﻪ ﺗﻠﻔﯿﻘﯽ از دو ﻣﺪل ﺑﮑﺎر رﻓﺘﻪ ﺷﺪه اﺳﺖ. ﭘﺎﯾﺎﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﺎ اﺳﺘﻔﺎده از آﻟﻔﺎی ﮐﺮوﻧﺒﺎخ ﻣﻌﺎدل 0,924 و رواﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻧﯿﺰ ﺑﺎ ﺗﺎﯾﯿﺪ ﻧﻈﺮ ﺧﺒﺮﮔﺎن ﻣﻮرد ﺗﺎﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ. ﻧﺘﺎﯾﺞ ﺗﺤﻠﯿﻞ ﻓﺮﺿﯿﻪﻫﺎی ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده از ﻣﺪلﺳﺎزی ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری ﺑﺮ ﭘﺎﯾﻪی روش ﮐﻢﺗﺮﯾﻦ ﻣﺮﺑﻌﺎت ﺟﺰﺋﯽ ﺑﺎ اﺳﺘﻔﺎده از ﻧﺮماﻓﺰار Smart PLS ﻧﺸﺎن داد ﮐﻪ ﺗﻤﺎم ﻓﺮﺿﯿﺎت ﭘﮋوﻫﺶ ﻣﻮرد ﺗﺎﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺘﻪ اﺳﺖ.
The introduction of information technology in the banking industry has created a competitive environment in this industry. Banks need to replace traditional methods with new banking methods in order to gain more customers, reduce costs and thus gain a competitive advantage. Changing technologies and customer preferences can have a tremendous impact on the success of banks' strategies. Given the growing use of mobile banking, financial institutions are offering this technology as part of their strategic solutions. . However, the use of new technologies may not always be accepted by some customers, which is one of the issues facing the banking industry. It is expected that a combination of the above models has been used in this research to solve the relevant problem. The place of study of this research was the students of Fasa universities who were selected as a sample using Cochran relation and 361 people were randomly selected as a sample. The research method is descriptive-correlational and the data collection tool is a combined questionnaire from two models. The reliability of the questionnaire was confirmed using Cronbach's alpha equal to 0.924 and the validity of the questionnaire was confirmed by experts. The results of analysis of research hypotheses using structural equation modeling based on the least squares method using Smart PLS software showed that all research hypotheses have been confirmed.