بررسی زمینه ها، عوامل و راهکارهای پذیرش بانکداری الکترونیک (مطالعه موردی: مشتریان شعب بانک کشاورزی استان مازندران)

نویسندگان

1 دانشجوی جامعه شناسی دانشگاه علامه طباطبایی

2 عضو هیئت علمی گروه علوم اجتماعی دانشگاه مازندران

3 استادیار گروه جامعه شناسی، دانشگاه گلستان

چکیده

هدف اصلی این پژوهش شناسایی بسترها، عوامل و راهکارهای پذیرش بانکداری الکترونیکی با تأکید بر مشتریان روستائی بانک کشاورزی استان مازندران است. این پژوهش به شیوه کیفی انجام شد. میدان مطالعه، کلیه مشتریان بانک کشاورزی در استان مازندران هستند که در زمستان 1392 برای انجام امور بانکی به شعب مراجعه نمودند. نمونه‌گیری تحقیق به ‌شیوه نمونه‌گیری نظری_هدفمند با استفاده از دو معیار «تنوع» و «رسیدن به نقطه اشباع نظری» انجام گرفت و با 46 نفر از مدیران و مشتریان بانک کشاورزی در پنج مرکز شهرستان (آمل، بابل، بابلسر، محمودآباد، ساری) مصاحبه به عمل آمد. نتایج نشان -داد که ارتقای شرایط آموزشی، زمینه ‌های تشویقی و جامعه‌پذیر کردن نسل بعدی از مهمترین زمینه‌ها و بسترهای لازم برای پذیرش بانکداری الکترونیکی محسوب می‌شوند. همچنین مهمترین عوامل پذیرش بانکداری الکترونیکی عبارتند از: مقولات ابزاری، همرنگی، تبعیت و.... در خاتمه، مجموعه راهکارها و اقداماتی به منظور بهبود شرایط پذیرش این تکنولوژی پیشنهاد شده است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Survey of electronic banking’ context, factors and solutions (Case Study: Customers branch of the Agricultural Bank of Mazandaran province)

چکیده [English]

The main objective of this study was to identify the contexts, causes and Compliance Solutions of electronic banking with an emphasis on rural clients (farmers) of the Agricultural Bank in Mazandaran. To conduct this research, a qualitative method of grounded theory was used. This agreement contains the entire province is agricultural bank customers to conduct banking in the winter of 1392, referred to the Agricultural Bank. Sampling of this study was done in way of theoretical - purposive sampling with use criteria "diversity" and "reaching saturation point theory" and over with 46 managers and customers of Agricultural Bank based in five city center (Amol, Babol , Babolsar, Mahmoudabad, Surey) were interviewed. The results showed that improving education, creating incentives and socialization of the next generation of the most important areas are considered substrates necessary for the adoption of electronic banking. The most important factors about the acceptance of electronic banking include: tool issues, conformity, obedience and …. Finally, based on the results of research category of strategies and measures to improve the conditions of acceptance of this technology have been proposed.

کلیدواژه‌ها [English]

  • acceptance
  • Electronic banking
  • context
  • Factors
  • Solutions
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