شبیه‌سازی پذیرش فناوری ارتباط حوزه نزدیک با رویکرد پویایی‌های سیستم

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، دانشگاه آزاد اسلامی، واحد تهران جنوب.

2 دانش‌آموخته کارشناسی ارشد، دانشگاه آزاد اسلامی، واحد تهران جنوب.

چکیده

در دنیای امروز تعیین میزان موفقیت یا شکست خدمات فناوری پایه، مبتنی بر نرخ پذیرش فناوری از سوی کاربران و جامعه استفاده‌کننده است. هدف این مقاله توسعه یک مدل پویایی سیستم برای بهبود و تسریع روند پذیرش فناوری ارتباط حوزه نزدیک در پایانه‌های فروش بانکی و بررسی عوامل مؤثر بر آن با استفاده از نرم‌افزار Vensim است که در آن بیش از 35 متغیر مؤثر و مرتبط با 4 متغیر حالت از طریق مطالعه مبانی نظری موضوع استخراج‌ و 4 حلقه علّی حلقوی شناسایی و تعریف شده است؛ سپس مدل به‌صورت نمودارهای علت و معلولی و مدل جریان انباشت ارائه می‌شود و سیاست‌های مختلفی مانند کاهش تبلیغات دهان‌به‌دهان، کاهش زمان یادگیری و افزایش جذابیت استفاده، بررسی شده است. با توجه به نتایج و تحلیل حساسیت انجام‌شده مشخص شد که جذابیت استفاده، تبلیغات دهان‌به‌دهان و حداقل زمان موردنیاز برای یادگیری فناوری به همراه تجربه و مهارت استفاده، فراوانی پذیرندگان و نیازمندی به تمرین و آموزش اهمیت بسزایی در تعیین میزان پذیرندگان فناوری ارتباط حوزه نزدیک در پایانه‌های فروش بانک‌ها دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Modeling of Near Field Communication Technology Adoption using System Dynamics Approach

نویسندگان [English]

  • Gholamreza Hashemzade 1
  • Mohammad Reza Bahrami 2
1 Associate Professor Islamic Azad University, South Tehran Branch.
2 M.A Student, Islamic Azad University, South Tehran Branch.
چکیده [English]

In today’s world determining the success or failure of basic IT services is based on the adoption rate of users and the using society. The purpose of this paper is to develop a system dynamic model for improving and acceleration in the adoption of NFC technology of bank POS and investigating the factors affecting it with the help of Vensim software, where more than 35 influential variable and associated with 4 stock variables mode were extracted through the study of the literature of the subject and 4 casual loops were identified and defined. Then, the model is presented, as causal-loop diagrams and the stock-flow model and various policies, such as reduction of word of mouth advertising, reducing learning time, enhancing the attractiveness of use have been studied. According to the results of the sensitivity analysis, it was found that use charm, oral advertising and the minimum time required for learning technology with the experience and skill, abundance of adopters and the need for practice and educate, is very important in determining the amount of adopters of NFC technology in bank POS.

کلیدواژه‌ها [English]

  • Technology Adoption
  • Near Field Communication (NFC)
  • System Dynamics

مراجع

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