用户的环保个人规范在电子支付应用中是否具有重要意义?

IF 2.9 Q2 BUSINESS
Hassana Hilale, Abdellatif Chakor
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引用次数: 0

摘要

采用 "电子支付系统 (EPS) "是缓解自然生态系统退化的有效替代方法,也是促进绿色创新和可持续发展努力的有力催化剂。从这一角度出发,本文旨在研究影响摩洛哥采用 EPS 的驱动因素。本研究还引入了一个创新的理论框架,将扩展的 "技术接受与使用统一理论(UTAUT)"模型与 "价值-信念-规范(VBN)"理论相结合,考虑了三个额外的结构,即感知信任(TR)、感知风险(PR)和结构保证(SA)。对 484 名用户进行了抽样调查,并采用 PLS-SEM 技术对研究模型中的关系进行了分析。结果表明,亲环境个人规范(PPN)对使用 EPS 的行为意向(BI)和实际使用(AU)都有显著影响。同样,VBN 理论激活 PPN 的顺序链以及社会影响(SI)和新环境范式(NEP)对 PPN 的直接影响也得到了证实。此外,研究结果还强调了绩效预期(PE)、TR、SA、PR、SI 和努力预期(EE)对 BI 的显著影响。然而,促进条件(FC)对 BI 的影响在统计学上并不显著。同样,不良后果意识(AC)对 PPN 的影响也不明显。这些发现加深了我们对 EPS 采用动态的理解,为政策制定者和金融科技公司开展更有针对性的绿色营销活动提供了有价值的见解,并为未来的研究铺平了道路。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Do users' pro-environmental personal norms hold significance in electronic payment adoption context?

Do users' pro-environmental personal norms hold significance in electronic payment adoption context?

The adoption of “Electronic Payment Systems (EPS)” presents an effective alternative for mitigating natural ecosystem degradation and serves as a robust catalyst for fostering green innovation and sustainability efforts. From this perspective, this article aims to investigate the drivers that impact EPS adoption in Morocco. This research also introduces an innovative theoretical framework combining the extended “Unified Theory of Acceptance and Use of Technology (UTAUT)” model by considering three additional constructs namely perceived trust (TR), perceived risk (PR), and structural assurance (SA), along with the “Value-Belief-Norm (VBN)” theory. A sample of 484 users was surveyed, and the PLS-SEM technique was employed to analyze the relationships within the research model. The results indicate that pro-environmental personal norms (PPN) significantly affected both behavior intention to use EPS (BI) and actual use (AU). Likewise, the VBN theory's sequential chain in activating PPN was confirmed as well as the direct impact of social influence (SI) and the new environmental paradigm (NEP) on PPN. Additionally, findings highlighted the significant effect of performance expectancy (PE), TR, SA, PR, SI, and effort expectancy (EE) on BI. However, facilitating conditions (FC) were found to be statistically insignificant toward BI. Similarly, awareness of adverse consequences (AC) did not significantly affect PPN. These findings have deepened our understanding of EPS adoption dynamics, providing valuable insights to policymakers and Fintech firms for more targeted green marketing campaigns, and paving the way for future research.

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来源期刊
CiteScore
5.60
自引率
26.70%
发文量
61
期刊介绍: Under the guidance of its expert Editors and an eminent international Editorial Board, Journal of Financial Services Marketing has become one of the world''s leading forums for the latest thinking, techniques and developments in marketing financial services. The Journal has established itself as a key bridge between applied academic research and commercial best practice, globally. The journal covers: marketing banking services, pension plans, insurance, saving schemes, investment finance, personal finance, mortgages and credit and debit cards loyalty plans brand management cross-selling products and services customer relationship management online services customer profiling targeting product positioning pricing distribution management consumer finance pooled investment funds The Journal of Financial Services Marketing publishes detailed and authoritative: Case studies from marketers worldwide, detailing their practical experiences, the problems faced and the lessons learned Research with IMPLICATIONS FOR PRACTICE from leading business schools, research institutes and universities, worldwide Reviews and briefings by expert practitioners and academics sharing thought-provoking and challenging ideas Legal reviews examining in detail the major changes in legislation Book reviews providing a ''thumbnail'' of best practice in marketing within the financial services field ...to keep subscribers up-to-date with the latest developments and thinking in bank and financial services marketing.
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