صابر خسروی

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.

With the advent of modern society and its increasing scope in global borders and consequently in Iranian society, consumption has attracted the attention of industrial activists as the central focus. In this regard, payment process as the heart of global trade has underlain the development and establishment of numerous technologies and businesses around this concept and caused a lot of efforts to be made for simplifying this process for consumers. After the experience of adopting the technologies associated with electronic payment, Iranian consumers have shown a lot of enthusiasm for the operation of mobile payment technologies. The increasing growth of penetration rate of mobile phones, smart cell phones, and mobile Internet has increased Iranian consumers’ interest in the use of these technologies. Hence, in the present study, using a qualitative approach and tacit knowledge of Iranian experts in mobile payment industry and also reviewing the global status of this industry, entrepreneurial opportunities of these services were identified and then classified in an applied framework for the use of activists in this industry.

Nowadays, the number of net users has increased by spread of computer among Iranian families, and consequently net-surfing has emerged in the Iranian’s everyday life. In other words, web, has exerted power as a huge social force and turned into an inseparable part of the everyday life of many Iranians. The penetration range of net surfing, in modern forms of business and its entry into the virtual consumption market, have made the recognition of this field more and more important. So this study aims to reach a proper definition of net-surfing in the context of daily life of Iranian society, by investigating people’s lived experience of net-surfing phenomenon. For this purpose, after in-depth interview with 14 purposeful participants, structural and contextual descriptions were extracted by using Moustakas phenomenology research method. Lastly the final combined description was determined to represent common lived experiences of Iranian net-surfing phenomenon in the context of their daily lives.