چکیده مقاله
The present study aims to examine the impact of perceived usefulness, perceived ease of use, and perceived risk on the adoption of Mellat Mobile Banking among base of the pyramid BOP customer groups, with attitude acting as a mediator 2023 This research follows a descriptive correlational design and is applied in terms of purpose The statistical population consists of customers of Mellat Bank branches in Kerman, exceeding 10,000 individuals Using Morgan’s table, a sample size of 384 respondents was selected Data collection was conducted through standardized questionnaires measuring perceived usefulness, perceived ease of use, perceived risk, attitude, and adoption The collected data were analyzed using descriptive and inferential statistics via SPSS 23 and Smart PLS3 The findings revealed: 1 Perceived usefulness has a positive and significant relationship with the attitude of BOP groups 2 Perceived ease of use has a positive and significant relationship with the attitude of BOP groups 3 Perceived risk has a negative and significant relationship with the attitude of BOP groups 4 The attitude of BOP groups has a positive and significant impact on the adoption of Mellat Mobile Banking The study concludes that perceived usefulness, ease of use, and risk influence the attitude of BOP customers, thereby affecting their adoption of mobile banking Hence, addressing these factors is indispensable and undeniable for successful implementation
کلیدواژهها
نویسندگان
Nima Soltani Nejad
Assistant Professor, Department of Business Creation, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
Mohaddeseh Balouchi
MSc in Business Administration, Islamic Azad University, Kerman Branch
شیوه ارجاع
Soltani Nejad, Nima and Balouchi, Mohaddeseh,1404,Investigating the Impact of Perceived Usefulness, Ease of Use, and Risk on the Adoption of Mellat Mobile Banking Among Base -of-the-Pyramid Customer Groups: The Mediating Role of Attitude,20th International Conference on Modern Research in Management, Economics, Accounting and Banking
ارائهشده در
مجموعه مقالات بیستمین کنفرانس بین المللی پژوهش های نوین در مدیریت، اقتصاد، حسابداری و بانکداری31 تیر 1404