User Acceptance of Internet Banking In Malaysia: Test of Three Competing Models

User Acceptance of Internet Banking In Malaysia: Test of Three Competing Models

Kamel Rouibah, Ramayah Thurasamy, Oh Sook May
Copyright: © 2009 |Pages: 19
DOI: 10.4018/jea.2009010101
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Abstract

This study aims to investigate factor(s) which influence the user intention to use Internet banking. It compares the explanatory power of three well known technology adoption models (TAM, TPB and TRA). These models were used to test the impact of five factors (perceived ease of use, perceived usefulness, attitude, subjective norms and perceived behavioral control) on intention to adopt internet banking by 239 individual bank customers in Malaysia. Results reveal that the five factors have a direct positive effect on behavioral intention to use. However, attitude toward behavior has the highest effect, followed by perceived usefulness, and subjective norm, while perceived behavioral control exerts the weakest effect. Results also found TPB model has the best explanatory power, followed by TRA and TAM models. Findings of the study should benefit banks in improving their use of e-banking technologies as a strategic weapon, and can be used to target more potential customers.

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