پدیدارشناسی ادراک بانکداری در زندگی روزمره ایرانیان با تمرکز بر مصرف نسل Yو Z

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت تکنولوژی، پردیس البرز، دانشگاه تهران، ایران.

2 دانشیار، دانشکدگان مدیریت دانشگاه تهران

10.22034/jstp.2024.11315.1651

چکیده

رشد جدی فناوری‌ها و ورود نسل Z به دایره مصرف‌کنندگان فناوری و در کنار آن تحولات کلانی همچون پاندمی کرونا، بسیاری از صنایع را دچار تغییرات اساسی کرده است. صنعت بانکداری نیز از این تغییرات مصون نبوده و بانکداری نه در معنای سنتی آن، یعنی رفتن به نهادی با شعب متعدد و حضور فیزیکی در آن‌ها، که در حال تبدیل به بانکداری تماما دیجیتال و بدون شعبه، تحت عنوان نئوبانک، است. به دیگر بیان، در لایه کلان، تغییرات جمعیتی در نظام مصرف و پس از آن کرونا، باعث ایجاد تقاضایی جدی برای خدمات نئوبانک‌ها شد و در نهایت نئوبانک‌ها را از لایه کنام به سطح رژیم اجتماعی-فنی رساند؛ به طوریکه از سال ۱۳۹۹ تا ۱۴۰۱، ۹ نئوبانک ایرانی میزبان بیش از ۱۰ میلیون کاربر بوده‌اند و بخش مهمی از ریشه این گذار و شیوع فناوری جدید در لایه ادراک مصرف‌کننده قابل تحلیل است. لذا فهم این پدیده از منظر مصرف‌کننده برای تحلیل گذار بانکداری ضروری به نظر می‌رسد. این پژوهش با بررسی تجربه زیسته افراد در استفاده از نئوبانک‌ها قصد دارد تا به تعریف مناسبی از شیوه بانکداری جدید در بافت زندگی روزمره جامعه ایرانی با تمرکز بر نسل Z و Y دست یابد. لذا با استفاده از روش پدیدارشناسی موستاکاس، پس از انجام مصاحبه‌های عمیق با ۱۵ نمونه‌ هدفمند، توصیف‌های ساختاری و بافتاری استخراج شد و در نهایت در قالب ۵ مضمون اصلی در تجربه الگوی مصرف این دو نسل شامل ۱. تجربه کاملا دیجیتال، ۲. تجربه کاربری مینیمال، ۳. تجربه مفید، ۴. تجربه امنیت و اعتماد و ۵. تجربه مصرف پرستیژی به عنوان پیشران‌های گذار مفصل‌بندی شد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Phenomenology of Banking in Iranians' Everyday life with a Focus on Generation Y and Z Consumption

نویسندگان [English]

  • Saber Khosravi 1
  • Mehdi Mohammadi 2
  • Mohammad Reza Sadeghi moghadam 2
1 Ph.D. Candidate in Management of Technology, Alborz Campus, University of Tehran, Tehran, Iran
2 Associate Professor, College of Management, University of Tehran, Tehran, Iran
چکیده [English]

The rapid development of technology and the entry of Generation Z into the circle of technology consumers, along with major transformations such as the COVID-19 pandemic, have led to fundamental changes in many industries. The banking industry has not been immune to these changes, and banking is no longer in the traditional sense of going to an institution with multiple branches and having a physical presence in them, but is in the process of becoming completely digital and branchless, under the title of neobanks. In other words, at the macro level, demographic changes in the consumption system and then the coronavirus created a serious demand for neobanking services and ultimately brought neobanks from the niche level to the socio-technical regime level; so much so that from 2020 to 2022, 9 Iranian neobanks have hosted more than 10 million users, and a significant part of the root of this transition and the spread of new technology in the consumer perception layer can be analyzed. Therefore, understanding this phenomenon from the consumer's perspective seems necessary to analyze the banking transition. This research, by examining the lived experience of people in using neobanks, intends to provide a suitable definition of the new banking method in the context of the daily life of Iranian society with a focus on generations Z and Y. Therefore, using Moustakas' phenomenological method, after conducting in-depth interviews with 15 purposive samples, structural and contextual descriptions were extracted and finally, in the form of 5 main themes in the consumption pattern experience of these two generations, including 1. Completely digital experience, 2. Minimal user experience, 3. Useful experience, 4. Security and trust experience, and 5. Prestigious consumption experience were articulated as the drivers of the transition.

کلیدواژه‌ها [English]

  • Banking
  • Phenomenology
  • Everyday Life
  • Neobank
  • Technological Transition

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