Investigating the Effect of the Components of the Developed Theory of Technology Continuity on the Tendency to Use E-Banking Continuously

Document Type : Research Paper

Authors

1 Assistant Professor of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran.

2 M.A. of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran.

10.22103/jdc.2022.19228.1220

Abstract

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 research hypotheses also showed that the characteristics of activity and technology affect the suitability of technology with activity and perceived ease in customers. The relevance of technology to activity affects perceived ease and perceived usefulness in customers. According to the results of the research, the characteristics of the activity, the technology on the fit of the technology with the activity and the characteristics of the technology on the perceived ease of banking customers were confirmed. In explaining this result, it can be said that the expansion and diversity of banking services and the type of banking activities of customers have an effect on the fit of technology with activity, and it shows that users accept technology only when it is user-friendly and easy and helps to improve the performance of their tasks.
Conclusion: The development of technology continuity theory confirms that the factors incorporated in the newly developed integrated technology continuity model are important and managers should focus on confirming user expectations and satisfaction. This study contributes to information systems literature in several ways. it extends the theory of technology acceptance with the technology-task fit model and enriched literature from the context of initial acceptance to post-acceptance behavior of the user's continued willingness to use the electronic banking system. the empirical findings show that the newly developed model (technology continuity theory and technology-task fit) has significant power to determine the user's continued intention to use electronic banking. The continuity of the electronic banking user is confirmed. Another contribution of this study is the development of technology continuity theory with task technology fit model. As the usefulness of e-banking increases, the more likely they are to continue their relationship with the organization. Also, if customers do not perceive satisfaction from the functions of the organization or institution, they will feel satisfied and this behavior will continue in the future. Therefore, it is important for website managers and developers to focus on confirming user expectations and satisfaction in order to increase the use of electronic banking. It is recommended for website managers and developers to focus on the responsiveness and usefulness of electronic banking websites in order to confirm user expectations. E-banking and the usefulness of the e-banking website will increase. Also, in the post-adoption scenario, managers and software developers should focus on factors such as perceived usefulness, perceived ease of use, user attitude, satisfaction, and confirmation of expectations in order to ensure continued willingness. Increase the number of electronic banking users to use electronic banking services.

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Journal of Development and Capital
Volume 8, Issue 1 - Serial Number 14
September 2023
Pages 233-256

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  • Receive Date: 28 March 2022
  • Revise Date: 28 June 2022
  • Accept Date: 14 August 2022

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