Investigation of factors influencing on acceptance of use of financial technologies with moderating role of perceived risk (case study: Pasargad Bank)

Document Type : Original Article

Authors

1 Ph.D. Student of Marketing Management, Department of Business, Kish International Branch, Islamic Azad University, Kish Island, Iran.

2 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.

3 Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran. Faculty of Management Islamic Azad University, Emam Hosein Sq, Tehran, Iran.

Abstract

Today, the banking sector has changed a lot by the influence of increasing innovations like vast use of technologies and banking business outlook in global economy is vastly changed. Perceived risk in accepting financial technologies is an important and inseparable part of banking industry and new businesses have developed their activities by entering banking-specific activities. This study aims to investigate the influence of perceived usefulness, customer experience, word of mouth advertising, and trust on acceptance of use of financial technologies by mediating role of perceived risk in banks customers. In terms of goal, this is an applied research and it is a quantitative research with a descriptive survey strategy. The statistical population of the research included Pasargad Bank customers and customers were selected as sample members by means of Cochran's formula. Data were gathered by a questionnaire and PLS software was used for data analysis. The results showed that customer experience has a negative impact on trust and acceptance of financial technologies and other variables had positive impacts on trust and acceptance of financial technologies. Furthermore, the mediating role of perceived risk was confirmed.

Keywords

References

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