Application of an Extended TAM Model for Online Banking Adoption: A Study at a Gulf-region University

Customer Adoption Models

One approach to IB is a pure stand-alone model, which is followed mainly by small- and medium-size institutions. The more prevalent offering, as of this writing, is an integrated approach consisting of branch services as well as Internet-based services. IB services have expanded considerably in Saudi Arabia, Qatar, Kuwait and UAE. While all these services indicate the level of importance that banks place on IB, they do not provide any hints concerning customer acceptance. Thus, the remainder of this section surveys models related to technology-adoption.

One model that has been consistently used in adoption-studies is the Technology Acceptance Model (TAM) (Davis, 1989). A short list of application of TAM include: Wu and Wang (2005) for mobile commerce, Kleijnen et al. (2004) for wireless finance, Mallet (2006) for mobile ticketing services, Deane et al. (1998) for log date estimate of ISs, Hung et al. (2003) for Wireless Application Protocol (WAP), Moon and Kim (2001) for WWW usage, and Adamson and Shine (2003) for the banking sector.