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Anali Ekonomskog fakulteta u Subotici
2019, br. 41, str. 17-35
jezik rada: srpski
vrsta rada: naučni članak
objavljeno: 04/07/2019
doi: 10.5937/AnEkSub1941017F
Creative Commons License 4.0
Analiza stavova i namera potrošača prema korišćenju usluga internet bankarstva
Univerzitet u Kragujevcu, Ekonomski fakultet

e-adresa: jovanagolo@kg.ac.rs

Sažetak

Osnovni cilj ovog istraživanja jeste utvrđivanje faktora koji utiču na stavove i namere korisnika u pogledu upotrebe internet bankarstva. Konceptualni model koji je korišćen u istraživanju predstavlja modifikovani model prihvatanja tehnologije od strane korisnika (TAM). Konkretno, u istraživanju su analizirani uticaji percipirane korisnosti, percipirane lakoće korišćenja, poverenja i sigurnosti i privatnosti na stavove potrošača prema internet bankarstvu, a zatim i uticaj stavova na namere u ponašanju potrošača. Rezultati istraživanja ukazuju na to da percipirana korisnost, percipirana lakoća korišćenja i sigurnost i privatnost imaju pozitivan i statistički značajan uticaj na stavove potrošača, dok poverenje nema statistički značajan uticaj. Osim toga, rezultati ukazuju na to da pozitivni stavovi potrošača prema internet bankarstvu imaju jak pozitivan uticaj na namere potrošača sa aspekta budućeg ponašanja. Navedeni rezultati predstavljaju doprinos postojećoj naučnoj literaturi, ali takođe mogu biti od velikog značaja za menadžment banaka, pogotovo sa aspekta razumevanja potreba potencijalnih korisnika i povećanja broja korisnika ovih usluga.

Ključne reči

internet bankarstvo; TAM; percipirana korisnost; percipirana lakoća korišćenja; poverenje; sigurnost i privatnost

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