مقاله انگلیسی رایگان در مورد عوامل موثر پذیرش بانکداری آنلاین لهستان

مقاله سال 2016

 مجله تحقیقات بازاریابی – Journal of Business Research

Internet banking is the equivalent of accessing a bank’s services via the Internet. Internet banking does not exist single-handedly but as a part of electronic banking (Gospodarowicz, 2005, p. 28). Researchers use the terms Internet banking and online banking interchangeably. Internet banking is “a new type of information system that uses emerging techniques such as the Internet and the World Wide Web, and has changed how customers perform various financial activities in virtual space” (Shih & Fang, 2006, p. 62). Internet banking is a manifestation of both product and process-related innovation (DeYoung, Lang, & Nolle, 2007). In Poland, the proportion of citizens using Internet banking is 33% in 2014. In the same year, in 28 European Union Member States, the percentage of people using Internet banking is 44% (Eurostat, 2015). In June 2015, over 27 million users in Poland have an agreement on the use of Internet banking, whereas the number of active individual customers who use Internet banking amounts to over 13.5 million (Związek Banków Polskich, 2015).

The review of world literature contains a discussion on several variables that affect the use of online banking. Extensive and comprehensive research on the use of online banking does not exist in Poland. Previous research on the determinants of the use of online banking does not provide clear answers either. In addition, different researchers focus on studying different variables. As shown above, the use of online banking in Poland ranks low among European Union countries. In Poland, an attractive group of people who do not use bank services may still become potential bank customers.

The aim of this article is to verify and quantify the variables that determine the use of online banking by Poles. These studies provide valuable information to people in banks responsible for marketing and show which groups to direct an online banking offer to. The article examines the users of banking products who are most likely to use online banking and verifies if confidence in commercial banks affects the tendency to use online banking.