Journal of Management Research

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Effect of Perceived Usefulness, Ease of Use, Security and Privacy on Customer Attitude and Adaptation in the Context of E-Banking


Affiliations
1 Independent University 83 Suhrawardy Ave., Baridhara, Dhaka 1212, Bangladesh
     

   Subscribe/Renew Journal


This study proposes a conceptual framework to investigate the effects of perceived usefulness, perceived ease of use, security and privacy on customer adaptation mediated through customer attitude in the context of e-banking. Structural equation modeling techniques have been applied to data collected from 227 customers of private commercial banks in Bangladesh. Primarily this study aims to test theoretical models to measure the causality whether perceived usefulness, ease of use, security and privacy, and customer attitude actually foster customer adaptation. The initial results of the study indicate that these factors are significantly and positively related to customer adaptation.

Keywords

Perceived Usefulness, Perceived Ease of Use, Security And Privacy, Customer Attitude, Customer Adaptation, E-banking
User
Notifications

  • Ajzen, I. (1985), From Intentions to Actions: A Theory of Planned Behavior. Springer, 11-39.

  • Ajzen, I. and Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior.: Prentice-Hall, Englewood Cliffs, NJ.

  • Akinci, S., Aksoy, S. and Atilgan, E. (2004), Adoption of Internet Banking among Sophisticated Consumer Segments in an Advanced Developing Country, International Journal of Bank Marketing, 22(3): 212-232.

  • Anderson, J. C. and Gerbing, D. W. (1988), Structural Equation Modeling in Practice: A Review and Recommended Two Step Approach, Psychological Bulletin, 103: 411-423.

  • Black, N. J., Lockett, A., Ennew, C., Winklhofer, H. and McKechnie, S. (2002), Modelling Consumer Choice of Distribution Channels: An Illustration from Financial Services, International Journal of Bank Marketing, 20(4): 161-173.

  • Bobbitt, L. M. and Dabholkar, P. A. (2001), Integrating Attitudinal Theories to Understand and Predict Use of Technology-based Self-service: The Internet as an Illustration, International Journal of Service Industry Management, 12(5): 423-450.

  • Bollen, K.A. and Long, J. S. (1993), Testing Structural Equation Models, Sage, Thousand Oaks, CA.

  • Bradley, L. and Stewart, K. (2003), The Diffusion of Online Banking, Journal of Marketing Management, 19(10): 1087-1109.

  • Chen, Y. H. and Barnes, S. (2007), Initial Trust and Online Buyer Behaviour, Industrial Management & Data Systems, 107(1): 21-36.

  • Consult, A. N. (2002), China Online Banking Study, available: http://estore.chinaonline.com/chinonlbanstu.html.

  • Cranor, L. F., Reagle, J. and Ackerman, M. S. (1999), Beyond Concern: Understanding Net Users Attitudes about Online Privacy,

  • Technical Report, TR 99.4.3, AT&T Labs Research, available at: www.research.att.com/resources/trs/TRs/99/99.4/99.4.3/report.htm.

  • Davis, F. D. (1989), Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13(3): 319-339.

  • Davis, F. D. (1993), User Acceptance of Information Technology: System Characteristics, User Perceptions and Behavioral Impacts, International Journal of Man-Machine Studies, 38: 475-487.

  • Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. (1989), User Acceptance of Computer Technology: A Comparison of Two Theoretical Models, Management Science, 35(8): 982-1003.

  • Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. (1992), Extrinsic and Intrinsic Motivation to use Computers in the Workplace, Journal of Applied Social Psychology, 22(14): 1109-1130.

  • Eriksson, K., Kerem, K. and Nilsson, D. (2005), Customer Acceptance of Internet Banking in Estonia, International Journal of Bank Marketing, 23(2): 200-216.

  • Fishbein, M. and Ajzen, I. (1975), Beliefs, Intention and Behaviour ( 5th ed.), Addison-Wesley, Reading, MA.

  • Gahtani, S. A. (2001), The Applicability of TAM Outside North America: An Empirical Test in the United Kingdom, Information Resources Management Journal, 2(July-September): 37-46.

  • Gefen, D. and Straub, D. (2000), The Relative Importance of Perceived Ease of Use in IS Adoption: A Study of e-Commerce Adoption, Journal of the Association for Information Systems, 1(8): 1-28.

  • Gefen, D., Straub, D. W. and Boudreau, M. C. (2000), Structural Equation Modeling and Regression: Guidelines for Research Practice, Communication of the Association for Information Systems, 4(7): 1-30.

  • Gerbing, D. W. and Anderson, J. C. (1993), Monte Carlo Evaluation of Goodness-of-fit Indices for Structural Equations Models, in K. A. Bollen and J. S. Long (Eds.), Testing structural equation models, pp. 40-65, Sage Newbury Park, CA.

  • Gerrard, P. and Cunningham, B. J. (2003), The Diffusion of Internet Banking Among Singapore Consumers, International Journal of Bank Marketing, 21(1): 16-28.

  • Guriting, P. and Ndubisi, N. O. (2006), Borneo Online Banking: Evaluating Customer Perceptions and Behavioural Intention, Management Research News, 29(1/2): 6-15.

  • Hair, J. F., Anderson, R. E., Tatham, R. L. and Black, W. C. (2003), Multivariate Data Analysis (5th Ed.), Pearson Education, India. Hamlet, C. and Strube, M. (2000), Community Banks Go Online, ABA Banking Journals 2000 White Paper/Banking on the Internet,

  • March, 61-65.

  • Hernandez, J. M. C. and Mazzon, J. A. (2007), Adoption of Internet Banking: Proposition and Implementation of an Integrated Methodology Approach, International Journal of Bank Marketing, 25(2): 72-88.

  • Howcroft, B., Hamilton, R. and Hewer, P. (2002), Consumer Attitude and the Usage and Adoption of Home-based Banking in the United Kingdom, The International Journal of Bank Marketing, 20(3): 111-121.

  • Hu, P. J., Chau, P. Y. K., Sheng, O. R. L. and Tam, K. Y. (1999), Examining the Technology Acceptance Model Using Physician Acceptance of Telemedicine Technology, Journal of Management Information Systems, 16(2): 91-112.

  • Jaruwachirathanakul, B. and Fink, D., Internet Banking Adoption Strategies for a Developing Country: The Case of Thailand, Internet Research, 15(3): 295-311.

  • Jayawardhena, C. and Foley, P. (2000), Changes in the Banking Sector - The Case of Internet Banking in the UK, Internet Research: Electronic Networking Applications and Policy, 10(1): 19-30.

  • Joreskog, K. G., and Sorbom, D. (1993), LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language: Scientific International Software, Chicago, IL.

  • Karjaluoto, H., Mattila, M. and Pento, T. (2002), Factors Underlying Attitude Formation towards Online Banking in Finland, International Journal of Bank Marketing, 20(6): 261-272.

  • Kline, R. B. (1998), Principles and Practice of Structural Equation Modeling, The Guilford Press, New York, NY.

  • Laforet, S. and Li, X. (2005), Consumers Attitudes Towards Online and Mobile Banking in China, International Journal of Bank Marketing, 23(5): 362-380.

  • Lancaster, K. (1966), A New Approach to Consumer Theory. Journal of Political Economy, 74(2): 132-157.

  • Lee, J. and Allaway, A. (2002), Effects of Personal Control on Adoption of Self-service Technology Innovations, Journal of Services Marketing, 16(6): 553-572.

  • Liao, Z. and Cheung, M. T. (2002), Internet-based e-Banking and Consumer Attitudes: An Empirical Study, Information and Management, 39(4): 283-295.

  • Mathieson, K. (1991), Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior, Information Systems Research, 2(3): 173-191.

  • Mathwick, C., Rigdon and Malhotra, N. K. (2001), The Effect of Dynamic Retail Experiences on Experiential Perceptions of Value: An Internet and Catalog Comparison, Journal of Retailing, 78(1): 51-60.

  • Moon, J. W. and Kim, Y. G. (2001), Extending the TAM for a World-wide-web Context, Information & Management, 38(4): 217-230.

  • Mukherjee, A. and Nath (2003), A Model of Trust in Online Relationship Banking, International Journal of Bank Marketing, 21(1): 5-15.

  • Nunnally, J. C. (1978), Psychometric Theory (2 ed.), McGraw-Hill, New York, NY.

  • Pikkarainen, T., Pikkarainen, K., Karjaluoto, H. and Pahnila, S. (2004), Consumer Acceptance of Online Banking: An Extension of the Technology Acceptance Model, Internet Research: Electronic Networking Applications and Policy, 14(3): 224-235.

  • Polatoglu, V. N. and Ekin, S. (2001), An Empirical Investigation of the Turkish Consumers Acceptance of Internet Banking Services, International Journal of Bank Marketing, 19(4): 156-165.

  • Poon, M. L. (2004), Effects of Performance Appraisal Politics on Job Satisfaction and Turnover Intention, Personnel Review, 33(3): 322-334.

  • Roboff, G., and Charles, C. (1998), Privacy of Financial Information in Cyberspace: Banks Addressing What Consumers Want, Journal of Retail Banking Services, XX(3): 51-56.

  • Rogers, E. M. (1962), Diffusion of Innovations (1st ed.), Free Press, New York, NY.

  • Rogers, E. M. (1983), Diffusion of Innovations ( 4th ed.), The Free Press, New York, NY.

  • Rotchanakitumnuai, S. and Speece, M. (2003), Barriers to Internet Banking Adoption: A Qualitative Study Among Corporate Customers in Thailand, International Journal of Bank Marketing, 21(6): 312-323.

  • Sathye, M. (1999), Adoption of Internet Banking by Australian Consumers: An Empirical Investigation, International Journal of Bank Marketing, 17(7): 324-334.

  • Sayar, C. and Wolfe, S. (2007), Internet Banking Market Performance: Turkey versus the UK, International Journal of Bank Marketing, 25(3): 122-144.

  • Shih, Y. and Fang, K. (2004), The Use of a Decomposed Theory of Planned Behaviour to Study Internet Banking in Taiwan, Internet Research: Electronic Networking Applications and Policy, 14(3): 213-223.

  • Steiger, J. H. (1990), Structural Model Evaluation and Modification: An Interval Estimation Approach, Multivariate Behavioral Research, 25: 173-180.

  • Sohail, M. S. and Shanmugham, B. (2003), E-banking and Customer Preferences in Malaysia: An Empirical Investigation, Information Sciences, 150(1): 207-217.

  • Tan, M. and Teo, T. S. H. (2000), Factors Influencing the Adoption of Internet Banking, Journal of the Association for Information Systems, 1(5): 22-38.

  • Triandis, H. C. (1979), Values, Attitudes and Interpersonal Behaviour, unpublished paper, University of Nebraska Press, Lincoln, NE.

  • Venkatesh, V. (2000), Veterminants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model, Information Systems Research, 4(4): 342-365.

  • Venkatesh, V. and Davis, F. D. (1996), A Model of the Antecedents of Perceived Ease of Use: Development and Test, Decision Sciences, 27(3): 451-481.

  • Venkatesh, A. and Morris, M. G. (2000), Why Dont Men Ever Stop to Ask for Directions? Gender, Social Influence, and their Role in Technology Acceptance and Usage Behavior, MIS Quarterly, 24(1): 115-139.

  • Wang, Y., Wang, Y., Lin, H., and Tang, T. (2003), Determinants of User Acceptance of Internet Banking: An Empirical Study, International Journal of Service Industry Management, 14(5): 501-519.

  • Westin, A.F. and Maurici, D. (1998), E-commerce and Privacy: What the Net Users Want, Privacy & American Business, and Pricewaterhouse Coopers LLP, New York, NY, available at: www.pwcglobal.com/gx/eng/svcs/privacy/images/ECommerce.

  • pdf

  • Wong, X., Yen, D. C. and Fang, X. (2004), E-commerce Development in China and its Implications for Business, Asia Pacific Journal of Marketing and Logistics, 16(3): 68-83.

  • Zeithaml, V. A., Parasuraman, A. and Malhotra, A. (2002), Service Quality Delivery through Websites: A Critical Review of Extent Knowledge, Journal of the Academy of Marketing Science, 30(4): 362-375.


Abstract Views: 560

PDF Views: 1




  • Effect of Perceived Usefulness, Ease of Use, Security and Privacy on Customer Attitude and Adaptation in the Context of E-Banking

Abstract Views: 560  |  PDF Views: 1

Authors

Nadim Jahangir
Independent University 83 Suhrawardy Ave., Baridhara, Dhaka 1212, Bangladesh
Noorjahan Begum
Independent University 83 Suhrawardy Ave., Baridhara, Dhaka 1212, Bangladesh

Abstract


This study proposes a conceptual framework to investigate the effects of perceived usefulness, perceived ease of use, security and privacy on customer adaptation mediated through customer attitude in the context of e-banking. Structural equation modeling techniques have been applied to data collected from 227 customers of private commercial banks in Bangladesh. Primarily this study aims to test theoretical models to measure the causality whether perceived usefulness, ease of use, security and privacy, and customer attitude actually foster customer adaptation. The initial results of the study indicate that these factors are significantly and positively related to customer adaptation.

Keywords


Perceived Usefulness, Perceived Ease of Use, Security And Privacy, Customer Attitude, Customer Adaptation, E-banking

References