aim (17 dec 2010)
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Academy of Indian Marketing International Conference - 2010
“Internet Banking and Consumer Behavior: Revisiting the Technology Acceptance
Model”
By
Ankit Kesharwani, IBS Hyderabad
Shailendra S. Bisht, IBS Hyderabad
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Internet Banking
Transition from ‘Brick and Mortar Bank’ to ‘Mouse and Click Bank’
Virtual banking: Four forms ATM, Phone banking, Internet banking, Mobile banking
Opportunities Financial benefits Non-financial benefits
Challenges Resistance to change Increasing fraudulent activities
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Source: IAMAI Report (i-cube 2009)
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Technology Acceptance Model (TAM)
TechnologyCharacteristics
Perceivedease of use
Perceived usefulness
Attitude towardsuse of system
Behavioral Intention
Source: Davis (1986, 1989)
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Literature Review
Models of Innovation Adoption theory of reasoned action (TRA), technology acceptance model (TAM),
motivational model (MM), theory of planned behavior (TPB), combined TAM and TPB (C-TAM-TPB), model of PC utilization (MPCU), innovation diffusion theory (IDT), and social cognitive theory (SCT).
Throughout its development, TAM has received extensive empirical support through………..
Applications (Karjaluoto et al. 2002; Chau and Li 2003; Lu et al. 2003; Chan and Lu 2004, Fusilier and Durlabhji 2005; Chiemeke et al. 2006, Guriting and Ndubisi 2006; Lee et al. 2007; Amin et al. 2008; etc)
Comparisons (Davis et al. 1989; Mathieson 1991; Taylor and Todd 1995; Venkatesh et al. 2003; etc.)
Extensions (Venkatesh and Davis 2000; Gafen et al. 2003; Pikakarainen et al. 2004; Venkatesh and Bala 2008; etc.)
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Why Need to Revisit?
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Literature Review
Concept of perceived risk (Tan 1999; Littler and Melanthiou 2006; Gerrard et al. 2006;
Manzano et al. 2009; etc.)Trust
(Suh and Han 2003; Mukherjee and Nath 2003; Dash and Saji 2007; etc.)
Importance of website design (Venkatesha and Agarwal 2006; Cyr 2008; Alhudaithy and
Kitchen 2009; Ganguly et al. 2009; Jiang et al. 2010; etc.)
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Research Model
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Research Methodology
Instrument development (35 items) Perceived ease of use, perceived usefulness, perceived behavioral
control, social influence, and behavioral intention (Venkatesh and Bala 2008); Trust and Perceived risk (Dash and Saji 2007); Website design (Cyr et al. 2008)
Sample size: 619 MBA students 78.6 % respondents fall under category of active users (i-cube 2009) 85.8 % respondents were using internet banking more than one year
Data analysis: Two-step Structural Equation Modeling (Anderson and Gerbing 1988) Measurement model: 328 responses Structural model: 291 respondents
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Measurement ModelModel fit Indices: chi-square=257.62, CMIN/df=1.600, GFI=0.931,
AGFI=0.901, NFI=0.922, CFI=0.969, RMSR=0.070, RMSEA=0.047
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Structural Model
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Discussion
The indirect effect of PEOU on BI was 0.453 (= 0.761*0.595).
The total effect of SI on BI was 0.276 (= 0.169 + 0.128*0.595 + 0.173*181).
WB has total effect of 0.333 (= 0.125*0.181 + 0.685*0.761*595) on BI.
Result shows that WB has a greater influence on PEOU (H10: β=0.685, p<0.001) as compared to PR (H9: β=0.125, p<0.05).
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Conclusion
Integrate the fragmented theories and research on perceived risk, trust, website design and individual acceptance of technology acceptance and usage;
Faced by skepticism and uncertainty, bank institutions need to reduce the trust gap to minimum possible in order to position e-banking as a viable medium of delivering banking service;
The inclusion of website design would make contributions by enriching the extant literature and future research can provide a detailed investigation of the effects of specific feature of a website on internet banking adoption.
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Thank You……
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16
Beliefs about behavior
AttitudeToward
The Behavior
BehavioralIntention
ActualBehavior
Subjective Norms
Evaluations ofBehavioralOutcomes
NormativeBeliefs
Motivation to comply
Ei
Bi
NBi
MTCi
Ai α Bi*Ei
SNi α Bi*MTCi
BIi α Ai*SNi
ABi ≈ BIi
Source: Theory of Reasoned Action (Fishbein and Ajzen, 1975)