بررسی تاثیر مولفه‌های نظریه توسعه‌یافته تداوم فناوری بر تمایل به استفاده مستمر از بانکداری الکترونیک

هدف: این مطالعه از معدود مطالعاتی است که نسبت به ادغام مدل تناسب فناوری وظیفه و نظریه تداوم فناوری اقدام نموده و توضیح کامل‌تری از مکانیسم علی زیربنای روابط و بینش منحصربه‌فرد ارائه می‌دهد. هدف این پژوهش، بررسی تاثیر مولفه‌های نظریه توسعه‌یافته تداوم فناوری بر تمایل به استفاده مستمر از بانکداری الکترونیک بانک سپه استان گیلان است. روش: این تحقیق به لحاظ هدف کاربردی و از حیث گردآوری اطلاعات توصیفی است. جامعه آماری پژوهش مشتریان بانکداری الکترونیک هستند ابزار اصلی گردآوری داده‌ها پرسشنامه بوده و برای تجزیه تحلیل ازنرم افزار اس پی اس و پی ال اس استفاده شد. یافته‌ها: یافته‌های پژوهش بیانگر آن است که مولفه‌های نظریه توسعه‌یافته تداوم فناوری بر تمایل به استفاده مستمر از بانکداری الکترونیک بانک مثبت و معنادار بوده است. همچنین فرضیه‌های پژوهش نشان داد ویژگی‌های فعالیت و فناوری بر تناسب فناوری با فعالیت و سهولت ادراک شده در مشتریان تاثیر دارد. تناسب فناوری با فعالیت بر سهولت ادراک شده و سودمندی ادراک شده در مشتریان تاثیر دارد. نتیجه‌گیری: گسترش تئوری تداوم فناوری تایید می‌کند عواملی که در مدل تداوم فناوری یکپارچه جدید توسعه‌یافته الصاق شده‌اند، مهم بوده و باید مدیران بر تایید انتظارات و رضایت کاربر تمرکز نمایند.

investigating the effect of the components of the developed theory of technology continuity on the tendency to use e-banking continuously

objective: the exponential growth of information technology has changed the financial sector globally. in the financial sector, electronic banking has emerged as an emerging technology and cannot be ignored in the banking sector . today, most banks are facing a completely dynamic environment, and all banks, whether large or small, have placed the attraction and return of current customers at the top of their plans, considering the sudden changes in competitive situations and market conditions . undoubtedly, the central role of banking systems in the functioning of economic systems is undeniable. electronic banking is an alternative banking channel with convenience, speed, lower banking fees and round-the-clock services to bank customers. e-banking services enable customers to process business bills, transfer funds and create online bank statements through an e-banking website. also, customers usually intend not only to adopt systems and innovations, but also to seek continued use after adoption. in recent decades, in industrialized countries, the role of banks has changed rapidly and new tools along with new technology have become available for banking services. technology continuum theory ignored technology characteristics and task characteristics that directly affect user behavior toward technology adoption. on the other hand, the task technology fit model does not include information system continuity factors such as confirmation, perceived usefulness, and satisfaction, and therefore the integration of the task technology fit model and technology continuity theory in the field of electronic banking user continuity helps theory and practice. the present study extends the theory of technology continuity with technology-task fit to gain deep insight into the existing phenomenon. in fact, an integrated perspective model provides a more complete explanation of the causal mechanism underlying the relationships that cannot be obtained from a single theory; therefore, expanding the theory of continuity of technology with the appropriateness of task technology is suitable for investigating individual behavior towards continuous use of electronic banking services .this study is one of the few studies that integrates the technology fit model of the task and the theory of technology continuity and provides a more complete explanation of the causal mechanism underlying the unique relationships and insights. the purpose of this study is to investigate the effect of the components of the developed theory of technology continuity on the tendency to continue using electronic banking of sepah bank in guilan province. method: this research is applied in terms of purpose and descriptive in terms of data collection. the statistical population of the study is e-banking customers. the main tool for data collection in this study was a questionnaire and spss and pls software were used for analysis. the questionnaire was distributed among the respondents. according to the purpose, this research is in the category of applied research. according to the classification of research according to the method of data collection, this research is in the category of descriptive research. the statistical population of the research is the electronic banking customers of sepeh bank in gilan province. the sampling method in this research is proportional and non-probability. in order to continue e-banking, it is expected that the high level of technology compatibility will motivate the e-banking users to continue using e-banking services. also, users who feel supportive technology will have a positive effect on technology use. in addition, a good technology fit facilitates the use of technology and increases the individual's work performance. results: the research findings indicate that the components of the developed theory of technology continuity on the tendency to use e-banking continuously have been positive and significant. the