From Introduction to Consumer Behavio: Investigating the Moderator Role od OLE Aesthic Risk and Percived Economic
Subject Areas : Special
omid behboodi
1
,
Zahra Mohamadzadeh
2
*
,
Tayebeh Ramezani
3
1 - Assistant Professor, Department of Management, Attar Institute of Higher Education, Mashhad, Iran.
2 - Assistant Professor, Department of Management, Binaloud Institute of Higher Education, Mashhad, Iran
3 - Master's degree, Department of Management of Binaloud Higher Education Institute, Mashhad, Iran
Keywords: Customer Intent, Customer Usage Behavior, Economic Risk, Aesthetic Risk, Electronic Services of Ayandeh Bank,
Abstract :
The purpose of this study is to investigate the role of intention to use electronic banking services on the actual behavior of using these services and the moderating role of economic risk and perceived aesthetics on the relationship between intention and behavior in the future bank.The descriptive research method is an applied goal,and in terms of implementation method,a descriptive survey and a questionnaire were used to collect data.In the present study,the statistical population includes customers and depositors of Ayandeh Bank who use the electronic services on the Internet of this bank. Data analysis of250 questionnaires collected from Ayandeh Bank customers in Mashhad was performed using structural equation modeling technique and PLS statistical software. The results showed that the structural model of the present study has sufficient predictive power.It was also found that the intention to use e-services affected their behavior of such services.The results showed that the perceived economic risk negatively affects consumers' intention to use the e-services of Ayandeh bank on their usage behavior.It was finally determined that perceived aesthetics risk does not affect the relationship between our sample's intention to use e-banking services' behavior.In general,the intention to use motivational factors affects the behavior of actual use of technology, and this study depicts e-banking and shows the number of efforts people are willing to make
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