The identification of factors influencing the adoption of virtual banking and its consequences

In today's world, virtual services play a major role in commerce, including banking activities. Virtual banking is currently the most extensive and newest form of banking services, offering a wide range of services to customers. The present study was conducted to identify factors influencing the adoption of virtual banking and its consequences. This research is applied in terms of its purpose and is considered a descriptive survey study based on its type. It was conducted using a mixed-method approach (qualitative-quantitative). The statistical population of the qualitative section includes ۱۴ academic and banking experts, consisting of experienced university professors and banking specialists from Tehran Province, selected through purposive sampling. In the quantitative section, ۳۵۰ employees and ۳۸۵ customers of Saderat Bank branches in Tehran Province were selected using cluster and convenience sampling, respectively. In this research, the tool for collecting qualitative data was semi-structured interviews, and the tool for collecting quantitative data was a researcher-designed questionnaire. Experts confirmed the questionnaire's face, construct, and content validity, and Cronbach's alpha coefficient was used to determine its reliability. This coefficient was calculated to be ۰.۹۷۶ for the research questionnaire, which is statistically acceptable. To validate the model in the quantitative section, structural equation modelling with a partial least squares (PLS) approach was used, through Smart PLS۳ software. In the qualitative section, the data from the interviews, through open, axial, and selective coding, led to the development of a grounded theory in virtual banking adoption. The model designed in this study includes ۳۶ subcategories within ۶ main categories, demonstrating causal factors, contextual factors, intervening factors, core phenomena, strategies, and outcomes. In the quantitative section, the significance and standard coefficient of the model components were also confirmed for model validation.

کلیدواژه ها:

virtual banking ، Iran's banking industry ، Grounded theory