An Analysis of Online Banking Usage Intentions: an Extension of the Technology Acceptance Model

9543 Words Feb 8th, 2012 39 Pages
AN ANALYSIS OF ONLINE BANKING USAGE INTENTIONS: AN EXTENSION OF THE TECHNOLOGY ACCEPTANCE MODEL
By Amin, Hanudin
Publication: International Journal of Business and Society
Date: Wednesday, July 1 2009
ABSTRACT
Purpose - This study is aimed at investigating the factors influencing the online banking acceptance in Kota Kinabalu, Northern Borneo, Malaysia. Design/methodology/approach - This study applies technology acceptance model (TAM) as the base model in to investigate the online banking acceptance. For this purpose, a linear regression is employed to examine the factors influencing online banking acceptance. The model employs perceived credibility, perceived enjoyment, and social norm, in addition to perceived usefulness and
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The second section reviews studies which have examined the importance of perceived ease of use in explaining customers ' acceptance on online banking. Perceived usefulness and perceived ease of use are the original constructs proposed by Davis (1989) in his model TAM. This model is used as a point of reference to study the factors influencing Internet banking acceptance in Kota Kinabalu, Northern Borneo, Malaysia. Two original constructs of TAM, perceived usefulness and perceived ease of use, as noted earlier will be employed. The third section explains about the importance of perceived credibility - security and privacy in assessing the customers ' plan to use online banking in the future. The fourth section reviews the importance of perceived enjoyment that may affect the customers ' acceptance on online banking. Finally, the last section pertains to social norm as investigated previously by Nysveen et al. (2005); and Venkatesh and Morris (2000). Their studies suggest the importance of social norm in explaining its effect for the technology adoption.
Perceived Usefulness (PU)
Perceived usefulness is defined here as the degree to which a person believes that using a particular system would enhance his or her job performance (Davis, 1989). Prior studies have documented the importance of perceived usefulness in information system (IS) adoption (Chiu et al., 2005; Cheong and Park, 2005; and

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