Incorporating the Innovation Attributes Introduced by Rogers’Theory into Theory of Reasoned Action: An Examination of Internet Banking Adoption in Yemen

Abstract

The causal/effect of seven salient beliefs and an individual’s attitude and norms, all of which lead to form a person’s Behavioural Intention (BI), are not well documented in the context of Internet Banking (IB). The attitudinal belief, represented by five innovation attributes, together with the normative belief, represented by two types of interaction channels, were extracted in accordance with Rogers’ (1995) and Ajzen’s (1991) theories and literature. The study proposes a conceptual framework of an individual’s behavioural intention determinants to adopt IB and tests it using a path analysis of the Ordinary Least Squares (OLS). The results support the argument that attitude, relative advantage/compatibility, observability, ease of use and mass media interaction are the key determinants of BI to use IB.