Rashmini Sharma, Gurmeet Singh*(2020), Shavneet SharmaModelling internet banking adoption in Fiji: A developing country perspective, International Journal of Information Management.
Mot clefs: Internet banking; UTAUT; Perceived risk; Customer satisfaction; Behavioral intention; Usage behavior Culture; Fiji
Cette recherche adopte une approche quantitative de l’intention d’adopter les services bancaires via internet, des utilisateurs résidants aux îles Fidji. Elle recueille les données auprès de 530 répondants. Cette étude a été réalisée dans le but d’identifier et d’examiner les facteurs qui influent sur l’intention des clients d’adopter les services bancaires en ligne du point de vue des pays en développement.
Développement :
Selon l’étude de Rashmini Sharma, Gurmeet Singh, Shavneet Sharma, la banque en ligne a un impact positif sur le comportement des utilisateurs et, en fin de compte, sur la satisfaction des clients. Le cadre de l’étude est développé en étendant le modèle de la « Unified Theory of Acceptance and Use of Technology » (UTAUT)permet d’expliquer l’intention des utilisateurs à utiliser un système d’information. Elle intègre la satisfaction du client, les risques perçues ainsi que les habitudes culturels.
L’étude montre également que l’incertitude réduit l’impact des attentes de performance et facilite l’intention d’adopter des services en ligne.
L’analyse met l’accent sur l’importance des valeurs culturelles personnelles dans la promotion de l’adoption de la banque en ligne.
Plusieurs facteurs importants sont pris en compte durant leur analyse quantitative, tel l’espérance de performance, l’effort et l’influence sociale dans les cultures collectivistes qui se basent beaucoup sur les recommandations sociales. Ce sont ces facteurs qui influencent l’intention des clients en phase d’adoption du service en ligne. Ils ont constaté que le caractère ludique et la conception de sites Web contribuaient à l’intention d’adoption des clients. La praticité et la sécurité sont tout de même de grand facteur qui permettent l’accroissement du développement de la banque en ligne.
Conclusion :
Les résultats obtenus suggèrent que l’adoption des services bancaires en ligne est dirigée par les niveaux d’espérance de performance, d’influence sociale ainsi que de conditions d’utilisation. L’adoption des services bancaires en ligne est encore à son début, dans un pays en développement. Dans ce contexte la protection des données avec les services en ligne, est-il un facteurs qui freinent encore le développement des services bancaire via sites web et application sur smartphone ?
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