The Influence of Communication Channels on Internet Banking Adoption

Abstract

This paper addresses the influence of communication channels or source ofinformation particularly, media norm (mass media) and personal norm(word of mouth) on the intention to use Internet Banking (IB) amongYemenis. Empirical data was collected using the survey questionnaireapproach. Questionnaires were distributed randomly to 1000 bankcustomers in the Yemeni capital. A total of 369 completed questionnaireswere used for the analysis. The study reveals that both norms influence theintention to use IB. It was also illustrated that the intention norms portrayedin mass media and word-of-mouth significantly influence the respondents’decision to adopt Internet Banking.