اراﺋﻪ اﻟﮕﻮﯾﯽ ﺟﻬﺖ اﻓﺰاﯾﺶ اﻋﺘﻤﺎد ﻣﺸﺘﺮﯾﺎن ﺑﺎﻧﮏ در ﺑﺎﻧﮑﺪاري اﻟﮑﺘﺮوﻧﯿﮑﯽ ﺑﺮاﺳﺎس ﻣﺪل درﺧﺖ ﺗﺼﻤﯿﻢ

Presentation Model for Increasing the Trust of Bank Customers in Electronic Banking Based on the Decision Tree Model

ﺟﻠﺐ اﻋﺘﻤﺎد ﻣﺸﺘﺮﯾﺎن ﺑﻪ ﻋﻨﻮان ﯾﮑﯽ از ﻓﺎﮐﺘﻮرﻫﺎي ﮐﻠﯿﺪي و از ﻋﻨﺎﺻﺮ اﺻﻠﯽ ﻣﻮﻓﻘﯿﺖ در ﺗﺠﺎرت اﻟﮑﺘﺮوﻧﯿﮏ ﻣﺤﺴﻮب ﻣﯽ ﺷﻮد. از ﻃﺮﻓﯽ ﻣﻄﺎﻟﻌﺎت ﻧﺸ ﺎن ﻣﯽ دﻫﺪ ﮐﻪ اﻋﺘﻤﺎد از ﺟﻨﺒﻪ ﻫﺎي ﻣﻬﻢ و ﺿﺮوري در ﭘﺬﯾﺮش ﺑﺎﻧﮑﺪاري اﻟﮑﺘﺮوﻧﯿﮑﯽ و ﻋﻨﺼﺮ اﺳﺎﺳﯽ ﺑﺮاي اﯾﺠﺎد رواﺑﻂ ﺑﻠﻨﺪ ﻣﺪت ﻣﺸﺘﺮﯾﺎن ﺑﻪ ﺑﺎﻧﮏ ﻫﺎ ﻣﯽ ﺑﺎﺷﻨﺪ. ﺑﺎ ﺗﻮﺳﻌﻪ و ﭘﯿﺸﺮﻓﺖ ﺗﮑﻨﻮﻟﻮژي ارﺗﺒﺎﻃﺎت، ﺑﺎﻧﮑﻬﺎ و ﻣﻮﺳﺴﺎت ﻣﺎﻟﯽ روﺷﻬﺎي ﺟﺪﯾﺪي را ﺑﻪ ﻣﻨﻈﻮر ﺧﺪﻣﺖ رﺳﺎﻧﯽ ﺑﯿﺸﺘﺮ ﺑﻪ ﻣﺸﺘﺮﯾﺎن ﺧﻮد ﻋﺮﺿﻪ ﻣﯽ ﮐﻨﻨﺪ، ﯾﮑﯽ از اﯾﻦ روﺷﻬﺎي ﻧﻮﯾﻦ، ﺑﺎﻧﮑﺪاري اﯾﻨﺘﺮﻧﺘﯽ اﺳﺖ. ﺑﺎ ﻣﺮور ادﺑﯿﺎت ﺑﺎﻧﮑﺪاري اﻫﻤﯿﺖ اﻋﺘﻤﺎد ﻣﺸﺘﺮﯾﺎن ﺑﻪ اﺳﺘﻔﺎده از ﺧﺪﻣﺎت ﺑﺎﻧﮑﯽ ﻣﺤﺮز ﻣﯽﮔﺮدد. ﺑﺮ ﻫﻤﯿﻦ اﺳﺎس ﺑﺎ ﺷﻨﺎﺳﺎﯾﯽ وﯾﮋﮔﯽ ﻫﺎي روش ﺑﺎﻧﮑﺪاري اﯾﻨﺘﺮﻧﺘﯽ و ﺗﺎﺛﯿﺮ آن ﺑﺮ اﻓﺰاﯾﺶ اﻋﺘﻤﺎد ﻣﺸﺘﺮﯾﺎن، ﻣﺪل ﻣﻔﻬﻮﻣﯽ ﺗﺤﻘﯿﻖ ﺗﺪوﯾﻦ ﺷﺪ.ﻧﺘﺎﯾﺞ ﺑﺪﺳﺖ آﻣﺪه ﻧﺸﺎن داد ﮐﻪ ﻣﺘﻐﯿﺮ ﻫﺎي اﻣﻨﯿﺖ، ﮐﺎرﺑﺮﭘﺴﻨﺪي، ﺳﻮدﻣﻨﺪي، ﺳﻬﻮﻟﺖ ادراﮐﯽ و آﮔﺎﻫﯽ دﻫﻨﺪﮔﯽ و ﺗﺒﻠﯿﻐﺎت ﺑﺮ اﻋﺘﻤﺎد ﻣﺸﺘﺮﯾﺎن در ﮔﺮاﯾﺶ ﺑﻪ اﺳﺘﻔﺎده ﺗﺎﺛﯿﺮ ﻣﻌﻨﯽ داري دارﻧﺪ. و ﺑﺎﻋﺚ اﻓﺰاﯾﺶ اﻋﺘﻤﺎد وﮐﺎراﯾﯽ در اﺳﺘﻔﺎده از ﺑﺎﻧﮑﺪاري اﻟﮑﺘﺮوﻧﯿﮑﯽ ﻣﯽ ﺷﻮد.

Gaining customer trust is one of the key factors and one of the main elements of success in e-commerce. On the other hand, studies show that trust is an important and necessary aspect in accepting e-banking and an essential element for establishing long-term customer relationships with banks. With the development and advancement of communication technology, banks and financial institutions offer new methods in order to provide more services to their customers, one of these new methods is Internet banking. A review of the banking literature reveals the importance of customers' trust in the use of banking services. Accordingly, by identifying the characteristics of Internet banking method and its effect on increasing customer trust, a conceptual model of research was developed. The results showed that the variables of security, user friendliness, usefulness, perceptual ease and awareness and advertising on customer trust They have a significant effect on use. an‎d increases trust and efficiency in the use of electronic banking.