چکیده:
The aim of this study was to investigate the effect of individual values of trust and
acceptance of electronic services using structural equation model among customers
insurance branches in Tehran, Iran. The research objective perspective, from the perspective
of functional and descriptive correlational. At the beginning of the study hypotheses and
research objectives and its necessity investigated and then according to the literature and
history of the questionnaire was designed to confirm its validity by faculty and advisors
been confirmed and to determine its reliability Cronbach's alpha that amount was used 88/0.
The sample size using Cochran was 384, the sample to insurance customers of Iran in
Tehran are using randomly sampled between them was done and a survey questionnaire
distributed among them was to analyze research data the partial least squares using the
software were smart pls. Which ultimately results were obtained: perceived usefulness has a
positive impact on the intended use, perceived usefulness, perceived ease of use on
confidence and attitude is positive, and confidence in electronic services also has a positive
impact on the intended use.
خلاصه ماشینی:
2017 ABSTRACT The aim of this study was to investigate the effect of individual values of trust andacceptance of electronic services using structural equation model among customers insurance branches in Tehran, Iran.
The results showed that the quality of electronic services brokerage firms and a significant positive effect on customer confidence.
, 2012) Test research hypotheses Figure 1: The meaningful coefficients t-value hypothesis UCT Journal of Management and Accounting Studies Vol 5 Issue 2, June 2017 Figure 2: Standardized factor loadings hypotheses Fifth hypothesis research: perceived ease of use has afirst hypothesis: perceived usefulness has a positive impact on attitude.
According to Figures 1 and 2 showed the path coefficient between two variables, perceived ease of use on trust than 96/1 is obtained (532/15) was significant after And the load factor is the high value of 1.
According to Figures 1 and 2 showed that confidence on the path coefficient between the two variables is obtained're going to use more than 96/1 (354/3) meaningful And the load factor is the high value of 3.
Conclusion According to the findings, we can conclude that perceived usefulness on intention to use effective If electronic services to citizens and clients in the insurance industry as opposed to in-person services faster and with better quality UCT Journal of Management and Accounting Studies Vol 5 Issue 2, June 2017 (effectiveness) should be provided electronic services in most times and places be accessible (usable) More people are willing to use these services.