مدل ارزیابی کاربردپذیری اینترنت‌بانک کاربر-محور

نوع مقاله : فناوری(سیستم اطلاعاتی مدیریت، مدیریت دانش، برون سپاری، سیاستگذاری فناوری، انتقال فناوری، اکوسیستم فناوری، تجاری‌سازی فناوری، فناوری‌های پیشرفته، . . . )

نویسندگان

1 دانشجوی دکتری، مدیریت بازرگانی، گرایش بازاریابی، پردیس البرز دانشگاه تهران، البرز، ایران

2 عضو هیات علمی و استادیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

3 عضو هیات علمی و استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبایی، تهران، ایران

چکیده

امروزه با گسترش نفوذ اینترنت، تحولات عمیقی در ساختارهای سنتی ارائه خدمات رخ داده، صنعت بانکداری نیز نه تنها همگام با سایر صنایع بلکه به عنوان یکی از پیشگامان بکارگیری فناوری‌های نوین وارد عرصه جدیدی شده است. از آنجائیکه تنها رابط میان بانک و مشتری، در فضای اینترنت رابط کاربری است، سهولت استفاده یا همان کاربردپذیری که کلید موفقیت وب‌سایت‌ها می‌باشد نیز اهمیت ویژه‌ای یافته و عدم توجه به آن منجر به مهاجرت مشتریان به بانک‌هایی که وب‌سایت‌هایی کاربردپذیرتر دارند می‌شود. این پژوهش با هدف شناسایی ابعاد مناسب برای ارزیابی کاربردپذیری اینترنت‌بانک‌ها به روش کیفی تحلیل تم (مبتنی بر مرور جامع ادبیات و مصاحبه‌های تخصصی) انجام شد و در نهایت مدل ارزیابی کاربردپذیری اینترنت‌بانکِ کاربر-محور طراحی شد. در مدل پیشنهادی هفت بعدِ اثربخشی خدمات آنلاین، امنیت ادراک‌شده، تلاش کاربر، طراحی کاربردپذیر، قابلیت ارتباطی، قابلیت درک و قابلیت یادگیری به عنوان ابعاد درونی و همچنین رضایت به عنوان نتیجه کاربردپذیری معرفی شد. وجه تمایز این مدل با مدل‌های پیشین لحاظ بعد امنیت ادراک‌شده برای ارزیابی کاربردپذیری وب‌سایت‌ها در بستر بانکداری آنلاین می‌باشد. از آنجائیکه در گذر زمان مرز میان کاربردپذیری با سایر عوامل کیفیت در هم شکسته شده، نوآوری دیگر مدل پیشنهادی لحاظ این موارد ذیل عنوان اثربخشی خدمات فنی وب‌سایت می‌باشد. توصیه می‌شود علاوه بر بهینه‌سازی کلیه ابعاد کاربردپذیری، به‌طور خاص در طراحی وب‌سایت‌های بانکداری اینترنتی شیوه‌های احراز هویت امن و آسان بکارگرفته شوند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

User-Centered Internet Bank Usability Evaluation Model

نویسندگان [English]

  • Azad Shaibani 1
  • Masoud Keimasi 2
  • Rosa Hendijani 2
  • Mohammad Saleh Torkestani 3
1 Ph.D. Candidate in Business Management, Marketing, Alborz Campus, University of Tehran, Alborz, Iran
2 Assistant Professor, Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran.
3 Assistant Professor, Department of Business Management, Faculty of Management & Accounting, Allameh Tabataba’i University, Tehran, Iran
چکیده [English]

Nowadays, with the expansion of the Internet, deep changes have been taken place in the traditional structures of service delivery, and the banking industry has entered a new arena not only in line with other industries but also as one of the pioneers in using new technologies. Since the only interface between the bank and the customer is the user interface in the Internet environment, ease of use or usability, which is the key to the success of websites, has also gained special importance and not paying attention to this issue lead to the migration of customers to banks that have more usable websites. The aim of this study was to identify the appropriate dimensions for evaluating the usability of Internet-banks using a qualitative method of theme analysis (based on a comprehensive literature review and interviews with experts) and finally a user-centered Internet-usability evaluation model was designed. In the proposed model, seven dimensions of online service effectiveness, perceived security, user effort, usable design, communicativeness, comprehensiveness and learnability as internal dimensions as well as satisfaction as a result of usability were introduced. The distinguishing feature of this model from previous models is the perceived security dimension in the Internet-Banks’ context. Since overtime the line between usability and other quality factors was blurred, another innovation of the proposed model is classifying such terms as the effectiveness of technical services of the website. In case of Internet-Banks in addition to optimizing usability dimensions, it is recommended to use secure and easy authentication methods.

کلیدواژه‌ها [English]

  • Usability Evaluation
  • Internet Bank
  • User-Centered Design
  • Usability
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