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Acceptance of Internet Banking : Comparing Six Theoretical Models


Affiliations
1 Manipal Institute o Management, Manipal Academy of Higher Education, Manipal - 576 104, Karnataka, India
2 TAPMI School of Business, Manipal University Jaipur, Dehmi Kalan, Off Jaipur-Ajmer Expressway, Jaipur - 303 007, Rajasthan, India
3 Manipal Institute of Management, Manipal Academy of Higher Education, Manipal - 576 104, Karnataka, India

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The aim of the study was to identify the superior technology adoption model measured in terms of the model's explanatory power in predicting the intention to adopt Internet banking by customers. It examined the behavioral intention to adopt Internet banking by comparing six models namely, technology acceptance model (TAM) (1989), TAM (1996), theory of planned behavior, combined TAM and TPB model, theory of reasoned action, and unified theory of acceptance and use of technology. The survey data were collected from 134 respondents using traditional banking services. The results confirmed combined TAM and TPB model as the superior model compared to the other five models. Since a large proportion of Indians lack digital literacy, it is imperative for banks embarking on digital models to design user friendly websites and online portals, demonstrate the benefits of Internet banking, and thereby, influence the intention to adopt e-banking.

Keywords

Intention, Internet Banking, Attitude, Explanatory Power, C-TAM-TPB.
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  • Acceptance of Internet Banking : Comparing Six Theoretical Models

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Authors

I. S. Rekha
Manipal Institute o Management, Manipal Academy of Higher Education, Manipal - 576 104, Karnataka, India
Savitha Basri
TAPMI School of Business, Manipal University Jaipur, Dehmi Kalan, Off Jaipur-Ajmer Expressway, Jaipur - 303 007, Rajasthan, India
T. C. Kavitha
Manipal Institute of Management, Manipal Academy of Higher Education, Manipal - 576 104, Karnataka, India

Abstract


The aim of the study was to identify the superior technology adoption model measured in terms of the model's explanatory power in predicting the intention to adopt Internet banking by customers. It examined the behavioral intention to adopt Internet banking by comparing six models namely, technology acceptance model (TAM) (1989), TAM (1996), theory of planned behavior, combined TAM and TPB model, theory of reasoned action, and unified theory of acceptance and use of technology. The survey data were collected from 134 respondents using traditional banking services. The results confirmed combined TAM and TPB model as the superior model compared to the other five models. Since a large proportion of Indians lack digital literacy, it is imperative for banks embarking on digital models to design user friendly websites and online portals, demonstrate the benefits of Internet banking, and thereby, influence the intention to adopt e-banking.

Keywords


Intention, Internet Banking, Attitude, Explanatory Power, C-TAM-TPB.

References





DOI: https://doi.org/10.17010/ijf%2F2020%2Fv14i3%2F151073