了解社交媒体营销和技术采用模式在塑造客户对数字银行的采用中的作用

IF 0.4 Q4 MANAGEMENT
Jonathan Bagus Pradhana Basoeki, Anna Amalyah Agus
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引用次数: 0

摘要

“研究目的:本研究旨在探讨显著影响客户使用数码银行产品行为意愿的因素。继之前关于社会化媒体营销和企业集团利益影响的研究之后,本研究除了提供全面的理解外,还结合了三种已建立的理论:计划行为理论、技术接受模型和技术接受与使用统一理论。设计/方法/方法:样本由当前Allo Bank用户组成。数据收集包括方便抽样和一份由印度尼西亚雅加达262名受访者填写的自我管理的在线问卷。研究结果:本研究的研究结果表明,每个假设都有积极和显著的结果。理论贡献/独创性:本研究探讨了企业集团利益的影响和社交媒体营销对消费者使用数字银行行为意愿的影响。东南亚背景下的管理启示:本研究为如何增强使用数字银行的行为意愿提供了见解。这表明,主观规范可能会产生重大影响,因此鼓励更多个人使用数字银行可以提高客户的接受意愿。此外,在增加促销活动的同时加强顾客的感知行为控制也可以显著影响采用。研究局限&;启示:本研究仅限于企业集团旗下的数字银行。这一限制忽略了可能影响选择使用数字银行产品的各种其他因素。关键词:社会化媒体营销,企业集团利益,行为意向,数字银行,计划行为理论,技术接受模型
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Understanding the Role of Social Media Marketing and Technology Adoption Model in Shaping Customer Adoption of Digital Banking
"Research Aims: The present research aims to investigate factors that significantly influence customers’ behavioural intention to use digital banking products. Following prior work on social media marketing and the influence of conglomerate group benefits, in addition to providing a comprehensive understanding, the research incorporates three established theories: the Theory of Planned Behaviour, the Technology Acceptance Model, and the Unified Theory of Acceptance and Use of Technology. Design/Methodology/Approach: The sample consists of current Allo Bank users. Data collection involved convenience sampling and a self-administered online questionnaire filled out by 262 respondents in Jakarta, Indonesia. The data analysis technique used was SEM PLS. Research Findings: This study’s findings show that each hypothesis has positive and significant results. Theoretical Contribution/Originality: This study explores the impact of conglomerate group benefits and the influence of social media marketing on consumers’ behavioural intention to use digital banking. Managerial Implications in the South East Asian Context: This study offers insights on how to enhance the behavioural intention to use digital banking. It suggests that subjective norms can have a substantial impact, so encouraging more individuals to utilise digital banking can increase customers’ willingness to adopt. Furthermore, increasing sales promotions while enhancing the perceived behavioural control of customers can also significantly influence adoption. Research Limitations & Implications: The research is constrained to digital banks belonging to conglomerates. This restriction overlooks various other factors that may impact the choice of utilising a digital banking product. Keywords: Social Media Marketing, Conglomerate Business Group Benefit, Behavioural Intention, Digital-only Bank, Theory of Planned Behaviour, Technology Acceptance Model"
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