Predicting customer’s intentions to use internet banking: the role of technology acceptance model (TAM) in e-banking

Abstract

Information and communication technology (ICT) developments and trends in recent years have had great impacts on banking sector worldwide. Therefore, the disruptive innovative technology has accelerated changes in the way of banking business. The purpose of this paper is to explore the factors that influence on Pakistani customer’s intentions to adopt internet banking. The sample used in this empirical study includes 265 responses of internet banking users collected through structured questionnaire. For statistical analysis, structural equation model (SEM) approach was used. The present study suggests that internet banking use increases as long as customer perceives it as useful tool. Findings confirmed that perceived usefulness, perceived ease of use and attitude were the key constructs for promoting internet banking usage in Pakistan. Furthermore, the importance performance matrix analysis has shown that attitude was the most important factor. Thus, banks can focus on cultivation of positive attitudinal beliefs about internet banking among prospect cus-tomers.

Keywords

• Internet banking
• Perceived usefulness
• Perceived ease of use
• Attitude
• Intention
• Technology acceptance model (TAM)