The use of a decomposed theory of planned behavior to study Internet banking in Taiwan

TLDR

Taiwanese banks face pressure to improve service quality and efficiency due to financial market liberalization and WTO entry. The study predicts customers’ intention to adopt Internet banking by exploring how beliefs, attitudes, subjective norms, and perceived behavioral control shape intention. The authors compare pure and decomposed TPB models to TRA using structural equation modeling on data from about 425 respondents. The analysis confirms that both TRA and TPB adequately explain Internet banking adoption intentions, yielding a good model fit.

Abstract

With the liberalization and internalization of financial markets, in terms of the entrance of the World Trade Organization, banks in Taiwan face pressures in service quality and administrative efficiency. Predicting customers’ intention to adopt Internet banking is an important issue. Attempts to understand how an individual's belief, embracing attitude, subjective norm and perceived behavioral control, can influence intention. Two versions of the model of the theory of planned behavior (TPB) – pure and decomposed – are examined and compared to the theory of reasoned action (TRA). Data are collected from approximately 425 respondents and structural equation modeling is used to analyze the responses. Results generally support TRA and TPB and provide a good fit to the data.