Factors Influencing the Adoption of Internet Banking

TLDR

The study employed a theory of planned behavior and diffusion of innovations framework, collecting data via an online questionnaire distributed through e‑mail, newsgroups, and web links. Results showed that attitudinal and perceived behavioral control factors—such as relative advantage, compatibility, trialability, risk perception, confidence, and perceived government support—strongly influence intentions to adopt Internet banking, while social influence had little effect.

Abstract

A research framework based on the theory of planned behavior (Ajzen 1985) and the diffusion of innovations theory (Rogers 1983) was used to identify the attitudinal, social and perceived behavioral control factors that would influence the adoption of Internet banking. An online questionnaire was designed on the World Wide Web (WWW). Respondents participated through extensive personalized e-mail invitations as well as postings to newsgroups and hyperlinks from selected Web sites. The results revealed that attitudinal and perceived behavioral control factors, rather than social influence, play a significant role in influencing the intention to adopt Internet banking. In particular, perceptions of relative advantage, compatibility, trialability, and risk toward using the Internet were found to influence intentions to adopt Internet banking services. In addition, confidence in using such services as well as perception of government support for electronic commerce were also found to influence intentions. The implications of the study are discussed and suggestions for future research presented.