The effect of cultural factors, activities characteristics and technology features on the appropriateness and usage of technology regarding customer personality

This study investigated the relationship between Task-Technology Fit (TTF), usage, and performance with the moderating role of culture on adoption and retention of mobile banking technology; and the case study was Melli Bank of Iran. To test the hypotheses, first, the data was collected by questionnaires containing ۲۴ questions (Likert scale) from ۲۰۰ customers of the National Bank of Iran. Then data reliability (Korbach's alpha test) and construct validity (confirmatory factor analysis) were checked. Finally, the conceptual model was estimated using the Structural Equation Model (SEM) and Amos statistical software. The findings showed that, firstly, the TTF theory is well explained by the two dimensions of task characteristics and technology characteristics. Secondly, there is a significant positive relationship between TTF, use, and individual performance. Thirdly, individualism as a cultural dimension weakens the relationship between TTF and Use, while it strengthens the relationship between use and individual performance. Fourth, avoiding uncertainty as another cultural dimension weakens the relationship between TTF and Use; while it strengthens moderates the relationship between TTF and individual performance, as well as between use and individual performance. The results indicate that providing services that match the needs increases their use, and it can also improve performance. In addition, more use improves people's performance, which emphasizes the theory of learning by doing. Individualism as a cultural factor can hurt TTF theory, which can be reduced through advertising and branding. Also, customer psychology and providing special services increase their use. Avoiding uncertainty makes customers use it more cautiously, so the bank should improve their confidence in using mobile banking.

کلیدواژه ها:

cultural factors ، activities’ appropriateness ، technology features