Determinante namera potrošača u pogledu korišćenja usluga mobilnog bankarstva
Determinants of the intentions of consumers in terms of using mobile banking services
Apstrakt
Sa razvojem tehnologije i promenom stila života ljudi, banke su prepoznale mogućnost uvođenja elektronskog bankarstva u svoje poslovanje, iz kojeg je proizašlo mobilno bankarstvo kao važan distributivni kanal. Za banke kao provajdere usluga mobilnog bankarstva je važno da identifikuju faktore koji utiču na namere potrošača da koriste mobilno bankarstvo. Istraživanje se sprovodi u cilju ispitivanja komponenti mobilnog bankarstva koje imaju uticaj na namere potrošača da počnu sa korišćenjem istog. Anketiranjem 208 ispitanika prikupljeni su primarni podaci koji su analizirani u softveru SPSS. Kao polazni model za istraživanje korišćen je prošireni model prihvatanja tehnologije (eng. Technology Acceptance Model - TAM). Dobijeni rezultati sprovedenog empirijskog istraživanja pokazuju da namere pojedinaca da koriste mobilno bankarstvo najviše zavise od percipiranog finansijskog troška a najmanje od percipirane korisnosti. Istraživanjem se popunjava gep u postojećoj domaćoj literaturi s obzirom da dobijeni rezultati potvrđuju polazne hipoteze koje postaju validna naučna saznanja i proširuju postojeća saznanja o uticaju determinanti mobilnog bankarstva na namere potrošača da koriste usluge istog. Takođe, istraživanje ima praktične implikacije za bankarski sektor.
Abstract
With the development of technology and the changing lifestyle of people, banks have recognized the possibility of introducing electronic banking into their business, which resulted in mobile banking as an important distribution channel. For banks as providers of mobile banking services it is important to identify factors that affect consumers‘ intentions to use mobile banking. The survey is conducted in order to examine mobile banking components that have an impact on consumers‘ intentions to start using it. A survey of 208 respondents collected primary data that have been analyzed in the SPSS software. The extended model of acceptance of technology (TAM) was used as the starting model for research. The obtained results of the conducted empirical research show that the intentions of individuals to use mobile banking are mostly dependent on the perceived financial cost and at least on the perceived utility. The research fills the pocket in the existing domestic literature since the obtained results confirm the starting hypotheses that become valid scientific knowledge and expands the existing knowledge of the impact of mobile banking determinants on the intentions of consumers to use the services of the same. Also, the research has practical implications for the banking sector.
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