محددات نية الاستمرار في تبني خدمات الدفع عن طريق الهاتف المحمول: الدور المعدل لابتكارية العميل.

المؤلفون

1 أستاذ التسويق، كلية التجارة - جامعة المنصورة. وعميد كلية الأعمال - جامعة المنصورة الجديدة.

2 مدرس بقسم إدارة الأعمال، كلية التجارة - جامعة المنصورة

3 باحث دكتوراة بكلية التجارة - جامعة المنصورة.

المستخلص

استهدفت تلك الدراسة بحث دور كل من أبعاد الجودة المدركة المتمثلة في (جودة المعلومات المدركة، جودة النظام المدركة، وجودة الخدمة المدركة) وأبعاد القيمة المدركة المتمثلة في (الفائدة المدركة، سهولة الاستخدام المدركة، راحة التعاملات المدركة، وسرعة التعاملات المدركة) على اتجاه العملاء نحو استخدام خدمات الدفع عن طريق الهاتف المحمول، بالإضافة إلي بحث دور اتجاه العملاء على نية الاستمرار في تبني هذه الخدمات، وذلك بالاعتماد على الدمج بين نموذج قبول تكنولوجيا الهاتف المحمول (MTAM)، ونموذج نجاح نظام المعلومات (ISS). كما قامت الدراسة ببحث الدور المعدل لابتكارية العميل بين متغيرات الدراسة. وقد بلغ حجم العينة 430 مفردة من عملاء المحافظ الإلكترونية بمحافظة الدقهلية. وقد تم تحليل البيانات باستخدام أسلوب نمذجة المعادلة الهيكلية بالمربعات الصغرى الجزئية PLS-SEM اعتماداً على البرنامج الإحصائي WarpPLS.7. وقد توصلت نتائج الدراسة إلى وجود تأثير معنوي ايجابي لجميع أبعاد الجودة المدركة وأبعاد القيمة المدركة على اتجاه العملاء نحو استخدام خدمات الدفع عن طريق الهاتف المحمول. كما توصلت لوجود تأثير معنوي إيجابي لاتجاه العملاء نحو استخدام خدمات الدفع عن طريق الهاتف المحمول على نية الاستمرار في تبني هذه الخدمات. وتشير نتائج الدراسة أن ابتكارية العميل تلعب دوراً معدلاً إيجابياً في العلاقة بين أبعاد كل من الجودة المدركة وأبعاد القيمة المدركة من جهة وبين اتجاه العملاء نحو استخدام خدمات الدفع عن طريق الهاتف المحمول من جهة أخرى.

الكلمات الرئيسية

الموضوعات الرئيسية

المراجع

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Determinants of Continuance Intention to Adopt Mobile Payment Services: The Moderating Role of Customer Innovativeness.
Dr. Mohamed Abdelnabi khashan
Mr. Mohamed Mohamed AbdelAzim Elsotouhy
Prof. Abdelkader Mohamed Abdelkader Mubarak
Lecturer of Business Administration, Faculty of Commerce - Mansoura University.
Ph.D. researcher at Faculty of Commerce - Mansoura University.
Professor of Marketing, Faculty of Commerce - Mansoura University.
Abstract
This study aimed to examine the role of the perceived quality dimensions (perceived information quality, perceived system quality, and perceived service quality) on customers' attitudes towards using mobile payment services. It also aimed to examine the role of perceived value dimensions (perceived usefulness, perceived ease of use, perceived transaction convenience, and perceived transaction speed) on customers' attitudes towards using mobile payment services, which in turn may affect continuance intentions of using these services. The study also investigated the moderating role of customer innovativeness among the study variables. The current study integrated the Mobile Technology Acceptance Model (MTAM) and the Information System Success Model (ISS) to build a study model. The sample size was 430 individuals from e-wallets customers in Dakahlia Governorate. The data were analyzed using the partial least squares structural equation modeling (PLS-SEM) method, based on the statistical program WarpPLS.7. The results concluded that there is a positive and significant effect of all dimensions of perceived quality and dimensions of perceived value on the customers' attitudes towards using mobile payment services. It also found that customer attitude positively affects continuance intentions toward using mobile payment services. In addition, the results showed that customer innovativeness moderates the effect of perceived quality and perceived value dimensions on customers' attitudes to using mobile payment services.
Keywords: Perceived quality, Perceived value, Customer attitude, Continuance intention, Mobile payment.

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