Progress and Excellence Research

Progress and Excellence Research

The effect of online convenience on the intention to accept mobile banking Considering the mediating role of hedonistic values And Beneficially Perceived and the Modifying Role of Perceived Security Concerns (Case Study: Bank Saderat, North Khorasan)

Document Type : Original Article

Author
somayeh safaee
M.Sc., Transformation Management, ,Shams Gonbad Kavous Non-Profit University, North Khorasan, Iran
Abstract
Objective: The aim of the present study was to facilitate online intention to accept mobile banking by considering the mediating role of perceived hedonistic and beneficial values ​​and the moderating role of perceived security concerns in Bank Saderat of North Khorasan city. Method: A questionnaire was used to collect data related to measuring research variables. The statistical population of this research includes the mobile phone customers of Bank Saderat of North Khorasan province. After ensuring the validity and reliability of the scales designed based on the calculations, the questionnaires were distributed in a sample of 384 people. Structural equation model has been used to analyze the collected data and determine the relationships between variables. Also, the obtained data were analyzed using SPSS and SMART-PLS statistical software. Results: According to the analysis of the present study, perceived pleasure values ​​and perceived useful values ​​play a mediating role in the relationship between ease of access, search, evaluation, transaction, profit and after-interest variables with the intention of accepting mobile banking. Perceived security plays a moderating role in the relationship between the variables of perceived hedging values ​​and perceived utility values ​​with the intention of accepting mobile banking.
Keywords
Online convenience
Perceived values
Perceived security concerns
Intention to accept mobile banking
Structural equation model
Progress and Excellence Research
Volume 4, Issue 1
Spring 2021