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Demographic Influences on Technology Adoption Behavior:A Study of E-Banking Services in India


Affiliations
1 Research Scholar (JRF), Prestige Institute of Management and Research Indore, 2, Education and Health Sector, Scheme No. 54, Near Bombay Hospital, Indore - 452 010, Madhya Pradesh, India
2 Associate Professor and Coordinator - Entrepreneurship Cell, Prestige Institute of Management and Research Indore, 2, Education and Health Sector, Scheme No. 54, Near Bombay Hospital, Indore - 452 010, Madhya Pradesh, India
3 Assistant Professor, Prestige Institute of Management and Research Indore, 2, Education and Health Sector, Scheme No. 54, Near Bombay Hospital, Indore - 452 010, Madhya Pradesh, India
     

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In this era of advanced and innovative technological development, every financial institution is trying to take advantage of the advanced technology and wants to adopt it to improve its services for its clients. Similarly, the banking industry has been focusing upon developing innovative Internet/e- banking delivery channels and services. The purpose of the present study was to examine the impact of demographic characteristics such as age, gender, monthly family income, marital status, educational qualification, and Internet usage experience on the adoption behavior of e-banking in India. The study adopted basic constructs of the technology acceptance model (TAM) such as perceived usefulness, perceived ease of use, intention to use, and attitude and included additional factors such as social norms and perceived risk to measure e-banking adoption behavior. The study also performed a factor wise analysis to provide a more effective conclusion. The results showed that with the exception of marital status, all the demographic variables had a significant effect on adoption of e-banking, and it was also revealed that only age had a significant effect on all the measured factors. The results provide implications for bank managers to adopt appropriate strategies to encourage e-banking adoption among the consumers having different demographic characteristics in India.

Keywords

Internet Banking, e-Banking, Technology Adoption Behavior, ANOVA

M3, M30, M31

Paper Submission Date : November 20, 2015 ; Paper sent back for Revision : March 24, 2016 ; Paper Acceptance Date : April 19, 2016.

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  • Demographic Influences on Technology Adoption Behavior:A Study of E-Banking Services in India

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Authors

Vikas Chauhan
Research Scholar (JRF), Prestige Institute of Management and Research Indore, 2, Education and Health Sector, Scheme No. 54, Near Bombay Hospital, Indore - 452 010, Madhya Pradesh, India
Vipin Choudhary
Associate Professor and Coordinator - Entrepreneurship Cell, Prestige Institute of Management and Research Indore, 2, Education and Health Sector, Scheme No. 54, Near Bombay Hospital, Indore - 452 010, Madhya Pradesh, India
Sonam Mathur
Assistant Professor, Prestige Institute of Management and Research Indore, 2, Education and Health Sector, Scheme No. 54, Near Bombay Hospital, Indore - 452 010, Madhya Pradesh, India

Abstract


In this era of advanced and innovative technological development, every financial institution is trying to take advantage of the advanced technology and wants to adopt it to improve its services for its clients. Similarly, the banking industry has been focusing upon developing innovative Internet/e- banking delivery channels and services. The purpose of the present study was to examine the impact of demographic characteristics such as age, gender, monthly family income, marital status, educational qualification, and Internet usage experience on the adoption behavior of e-banking in India. The study adopted basic constructs of the technology acceptance model (TAM) such as perceived usefulness, perceived ease of use, intention to use, and attitude and included additional factors such as social norms and perceived risk to measure e-banking adoption behavior. The study also performed a factor wise analysis to provide a more effective conclusion. The results showed that with the exception of marital status, all the demographic variables had a significant effect on adoption of e-banking, and it was also revealed that only age had a significant effect on all the measured factors. The results provide implications for bank managers to adopt appropriate strategies to encourage e-banking adoption among the consumers having different demographic characteristics in India.

Keywords


Internet Banking, e-Banking, Technology Adoption Behavior, ANOVA

M3, M30, M31

Paper Submission Date : November 20, 2015 ; Paper sent back for Revision : March 24, 2016 ; Paper Acceptance Date : April 19, 2016.




DOI: https://doi.org/10.17010/pijom%2F2016%2Fv9i5%2F92571