عوامل مؤثر بر پذیرش و رفتار مالی کاربران اپلیکیشن بام بانک ملی ایران: توسعه مدل UTAUT2

نوع مقاله : پژوهشی

نویسندگان

1 دانشجوی دکتری اقتصاد توسعه، گروه توسعه اقتصادی و برنامه‌ریزی، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران

2 استاد، گروه توسعه اقتصادی و برنامه‌ریزی، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران

3 استادیار، گروه توسعه اقتصادی و برنامه‌ریزی، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران

10.22034/jepr.2026.145261.1338

چکیده

با گسترش روزافزون فناوری‌های مالی در نظام بانکی ایران، شناخت عوامل رفتاری مؤثر بر پذیرش بانکداری دیجیتال به اولویتی راهبردی تبدیل شده است. پژوهش حاضر باهدف تبیین عوامل مؤثر بر نیت رفتاری کاربران اپلیکیشن «بام» (بانک ملی ایران)، از چارچوب توسعه‌یافته UTAUT2 با افزودن سازه «اعتماد» بهره برده است. جامعه آماری شامل کاربران فعال این اپلیکیشن در کلان‌شهر تبریز بوده و داده‌ها در تابستان ۱۴۰۴ از طریق ۴۲۰ پرسش‌نامه معتبر حضوری و آنلاین گردآوری شد. به دلیل ماهیت رتبه‌ای متغیر وابسته و وجود ناهمسانی واریانس، تحلیل‌ها در دو چارچوب مکمل «رگرسیون خطی مقاوم» و «پروبیت ترتیبی» سه سطحی انجام پذیرفت. یافته‌های هر دو مدل ضمن تأیید کارایی این چارچوب نظری در بافت ایران، نشان داد که «اعتماد» و «انگیزه لذت‌جویانه» تعیین‌کننده‌ترین پیشران‌ها برای حرکت کاربران به سمت «پذیرش قوی» هستند. همچنین «سودمندی ادراک‌شده»، «انتظار عملکرد» و «ارزش قیمتی» تأثیر مثبت و معناداری بر پذیرش دارند، درحالی‌که اثر «انتظار تلاش» ضعیف‌تر ارزیابی شد. این نتایج بر ضرورت تمرکز سیاست‌گذاران بر راهبردهای اعتمادسازی، طراحی جذاب تجربه کاربری و تقویت ارزش ادراک‌شده تأکید می‌کند.

کلیدواژه‌ها

موضوعات


یادداشت

این مقاله مستخرج از رساله دکتری نویسنده اول است.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Al Tarawneh, M. A., Nguyen, T. P. L., Yong, D. G. F., & Dorasamy, M. A/P. (2023). Determinant of
M-Banking Usage and Adoption among Millennials. Sustainability, 15(10), 8216.
https://doi.org/10.3390/su15108216
Alalwan, A. A., Baabdullah, A. M., Rana, N. P., Tamilmani, K., & Dwivedi, Y. K. (2018). Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust. Technology in Society, 55, 100-110. https://doi.org/10.1016/j.techsoc.2018.06.007
Andalib Touchaei, S., & Hazarina Hashim, N. (2023). The Antecedents of Mobile Banking Adoption
among Senior Citizens in Malaysia. International Journal of Human–Computer Interaction,
1-18. http://dx.doi.org/10.1080/10447318.2022.2161236
Apau, R., Titis, E., & Lallie, H. S. (2025). Towards a Better Understanding of Mobile Banking App
Adoption and Use: Integrating Security, Risk, and Trust into UTAUT2. Computers, 14, 144.
https://doi.org/10.3390/computers14040144
Baptista, G., & Oliveira, T. (2015). Understanding mobile banking: The unified theory of acceptance
and use of technology combined with cultural moderators. Computers in Human Behavior,
50(2), 418-430. http://dx.doi.org/10.1016/j.chb.2015.04.024
Basu, B., Sebastian, M. P., & Kar, A. K. (2024). What affects the promoting intention of mobile banking services? Insights from mining consumer reviews. Journal of Retailing and Consumer Services, 77, 103695. https://doi.org/10.1016/j.jretconser.2023.103695
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Dehghani Poodeh, S., Naderiboni, M., & Salehzadeh, R. (2023). Investigating factors affecting theacceptance of mobile banking among customers of Isfahan National Bank. Modern Research Approaches in Management and Accounting, 7(25), 1046-1057. https://majournal.ir/index.php/ma/article/view/2049 [In Persian].
Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2019). Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a revised theoretical model. Information Systems Frontiers, 21(3), 719–734. https://doi.org/10.1007/s10796-017-9774-y
Firmansyah, I. A., Yasirandi, R., & Utomo, R. G. (2022). The influence of efficacy, credibility, and normative pressure to M-banking adoption level in Indonesia. Procedia Computer Science, 197, 51–60. https://doi.org/10.1016/j.procs.2021.12.117
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Geroski, P. A. (2000). Models of technology diffusion. Research policy29(4-5), 603-625.
Indrawati, M. I. V., Hardiana Putra, & Alfaiza, S. A. (2024). The Influence of Ease of Use, Hedonic Motivation, Trust and Price Value on Intention to use Shopee Paylater in Indonesia. Pakistan Journal of Life and Social Sciences, 22(2), 21008–21017. https://doi.org/10.57239/PJLSS-2024-22.2.000197
Jafri, J. A., Amin, S. I. M., Rahman, A. A., & Nor, S. M. (2023). A systematic literature review of the role of trust and security on Fintech adoption in banking. Telematics and Informatics Reports, 11, 100094. https://doi.org/10.1016/j.teler.2023.100094
Kazemian, M., Habibi, A., & Habibi, M. (2019). Investigating the impact of ease of use, perceivedusefulness and social image of using mobile banking on customers' attitudes and customers'willingness to use (Case study: Tejarat mobile banking users). Modern Research Approachesin Management and Accounting, 4(12), 74-93. https://majournal.ir/index.php/ma/article/view/353 [In Persian].
Kim, G., Shin, B., & Lee, H. G. (2009). Understanding dynamics between initial trust and usage
intentions of mobile banking. Information Systems Journal, 19(1), 283-311.
http://dx.doi.org/10.1111/j.1365-2575.2007.00269.x
Kumar, R., Singh, R., Kumar, K., Khan, S., & Corvello, V. (2023). How Does Perceived Risk and
Trust Affect Mobile Banking Adoption? Empirical Evidence from
India. Sustainability, 15(5), 4053. https://doi.org/10.3390/su15054053
Kurila, J., Lazuras, L., & Ketikidis, P. H. (2016). Message framing and acceptance of branchless banking technology. Electronic Commerce Research and Applications, 17. 12-18. https://doi.org/10.1016/j.elerap.2016.02.001
Lui, T. K., Zainuldin, M. H., Yii, K. J., Lau, L. S., & Go, Y. H. (2021). Consumer Adoption of Alipay
in Malaysia: The Mediation Effect of Perceived Ease of Use and Perceived Usefulness.
Pertanika Journal of Social Sciences & Humanities, 29(1).
http://dx.doi.org/10.47836/pjssh.29.1.22
Modabernia, Y., Vazifeh Doost, H., & Abdalvand, M. A. (2019). Presenting a model of customerbehavior in the level of acceptance and use of electronic banking services by developing andanalyzing the UTAUT theory. Development and Transformation Management, (43), 1-18. https://sanad.iau.ir/journal/jdem/Article/678995?jid=678995 [In Persian].
Nasirzadeh, F., & Godarzi, M. (2022). Investigating the effect of ease, usefulness and perceived risk,trust and social effects on the intention to use mobile banking among the customers of MelliMubarakeh Bank. Quarterly Journal of Quantitative Researches in Management, 13(48), 51-70. https://sanad.iau.ir/Journal/qrm/Article/935177/FullText [In Persian].
Naveena, K., & Manjunatha, K. (2024). Prominent factors that drive fintech adoption: An extension of the UTAUT2 model with trust. International Journal of Commerce and Management Research, 10(6), 52–62.
Nesaei, K., Movahed, S. M. R. and Zandsalimi, M. Y. (2025). Investigating Technological, Behavioral, andEnvironmental Components on Mobile Banking Adoption in the Banking Industry (Case Study: Saderat Bank Customersin Sanandaj). Economic Policies and Research, 4(4), 95-136. https://doi.org/10.22034/jepr.2025.142963.1230 [In Persian].
Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61, 404-414. https://doi.org/10.1016/j.chb.2016.03.030
Pejić Bach, M., Starešinić, B., Omazić, M. A., Aleksić, A., & Seljan, S. (2020). m-Banking quality
and bank reputation. Sustainability, 12(10), 4315. https://doi.org/10.3390/su12104315
Rahi, S., & Abd.Ghani, M. (2019). Investigating the role of UTAUT and e-service quality in internet banking adoption setting. The TQM Journal, 31(3), 491-506. https://doi.org/10.1108/TQM-02-2018-0018
Ramadhina, N. A., Rubiyanti, N., & Mangruwa, R. D. (2025). The Influence of Performance
Expectancy, Effort Expectancy, And Social Influence on Use Behavior with Behavioral
Intention as A Mediator (A Case Study of Cash on Delivery (COD) System Users in
Marketplaces). International Journal of Social Science and Human Research, 8(1), 215-224.
https://doi.org/10.47191/ijsshr/v8-i1-24
Rejali, S., Aghabayk, K., Esmaeli, S., & Shiwakoti, N. (2023). Comparison of technology
acceptance model, theory of planned behavior, and unified theory of acceptance and use of
technology to assess a priori acceptance of fully automated vehicles. Transportation research
part A: policy and practice
, 168, 103565. https://doi.org/10.1016/j.tra.2022.103565
Shaikh, A. A., & Karjaluoto, H. (2015). Mobile banking adoption: A literature review. Telematics and Informatics, 32(1), 129–142. https://doi.org/10.1016/j.tele.2014.05.003
Sharma, S. K., Govindaluri, S. M., Al-Muharrami, S., & Tarhini, A. (2017). A multi-analytical model
for mobile banking adoption: a developing country perspective. Review of International
Business and Strategy
, 27(1), 133-148. https://doi.org/10.1108/RIBS-11-2016-0074
Slade, E. L., Williams, M. D., Dwivedi, Y. K., & Piercy, N. C. (2015). Modeling consumers’ adoption intentions of remote mobile payments in the United Kingdom: Extending UTAUT with innovativeness, risk, and trust. Psychology & Marketing, 32(8), 860-873. https://doi.org/10.1002/mar.20823
Souri, M., & Barati Duben, A. (2020). Identifying and measuring the criteria affecting the acceptanceof mobile banking by customers of Sepah Bank Sistan branches using the Unified Theory ofAcceptance and Use of Technology (UTAUT). 7th International Conference on NewResearch in Accounting, Management and Humanities in the Third Millennium, Tehran. https://civilica.com/doc/1303682 [In Persian].
Sudirjo, F., Mustafa, F., Astuti, E. D., Tawil, M. R., & Putra, A. S. B. (2023). Analysis of The
Influence of Hedonic Motivation, Digital Devices Ease Of Use Perception, Benefits Of
Digital Technology And Digital Promotion On Intention To Use Of Digital Wallets
Consumers. Jurnal Informasi Dan Teknologi, 33-38. https://doi.org/10.60083/jidt.v5i4.415
Tan, E., & Lau, J. L. (2016). Behavioural intention to adopt mobile banking among the millennial
generation. Young Consumers, 17(1), 18-31. https://doi.org/10.1108/YC-07-2015-00537
Tariq, M., Maryam, S. Z., & Shaheen, W. A. (2024). Cognitive factors and actual usage of Fintech innovation: Exploring the UTAUT framework for digital banking. Heliyon, 10(15), e35582. https://doi.org/10.1016/j.heliyon.2024.e35582
Thusi, P., & Maduku, D. K. (2020). South African millennials’ acceptance and use of retail mobile banking apps: An integrated perspective. Computers in Human Behavior, 111, 106405. https://doi.org/10.1016/j.chb.2020.106405
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., Morris, M. G., Hall, M., Davis, G. B., Davis, F. D., & Walton, S. M. (2003). User
acceptance of information technology: Toward a unified view. MIS Quartely, 27(3), 425–
478. https://doi.org/10.2307/30036540
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Venkatesh, V., Thong, J. Y. L., Chan, F. K. Y., Hu, P. J. H., & Brown, S. A. (2011). Extending the two-stage information systems continuance model: Incorporating UTAUT predictors and the role of context. Information Systems Journal, 21(6), 527–555. https://doi.org/10.1111/j.1365-2575.2011.00373.x
Winarno, W. A., Mas'ud, I., & Palupi, T. W. (2021). Perceived enjoyment, application self-efficacy,
and subjective norms as determinants of behavior intention in Using OVO applications. The
Journal of Asian Finance, Economics and Business
, 8(2), 1189-1200.
  • تاریخ دریافت: 10 دی 1404
  • تاریخ بازنگری: 18 فروردین 1405
  • تاریخ پذیرش: 26 فروردین 1405
  • تاریخ انتشار: 01 تیر 1405