Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

A Study on the Effect of Electronic Banking on the Behavioral Intentions of Consumers in Banking Industry

Document Type : Original Article

Authors
ebrahim javaherizade 1
rasoul sani fard 2
afsaneh azadeh del 3
1 PhD in Business Management, Organizational Behavior and Human Resources Management, Qom University, Department of Business Management, Faculty of Economics and Management, Qom, Iran
2 PhD in Business Management, Department of Business Management, Islamic Azad University, Qom Branch, Qom, Iran
3 Master students, Business Management, Strategic Orientation, Qom University, Qom, Iran
Abstract
The objective of the current study was to examine the effect of electronic banking on the behavioral intentions of consumers in banking industry. The current study is practical in term of purpose and based on data collection, data analysis, descriptive research and the method of correlation. Statistical society of the current research included customers of branches of Pasargad Bank in the city of Qom who used the electronic banking services; the convenient sample selection from the targeted type was used for selecting the sample and 110 people were selected as sample. A questionnaire was used to collect data. To investigate means of data analysis including descriptive statistics and inferential statistics, structural equation modeling (using software PLS) was used. The results of analysis of the data showed that demand performance, ease of understanding, perceived risk and perceived usefulness of the use of electronic banking of Pasargad Bank influence on consumers' behavioral intention.
Keywords
Electronic Banking
Expected Performance
Perceived Ease
Perceived Risk
Perceived Usefulness
Consumer Behavioral Intentions

Subjects

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Journal of Advertising and Sales Management
Volume 1, Issue 4
Autumn 2020