Factors affecting behavioural intentions to use e-banking services: an extension of TAM in Indian context
by Balpreet Kaur; Rishi Raj Sharma
International Journal of Business and Globalisation (IJBG), Vol. 32, No. 4, 2022

Abstract: Using technology acceptance model (TAM) as theoretical base, an extended TAM incorporating perceived security and perceived privacy as issues of perceived risk for adoption and promotion of e-banking services is conceptualised. Structural equation modelling (SEM) technique was applied to analyse the causal relationship among the constructs. Results of the model indicate that in comparison to perceived privacy, perceived security is the most important determinant which helps in reducing the risk perceived by the customers in adoption of online banking services. Further, the perception of low risk affects customers' behavioural intentions to accept internet banking technology as well as their intentions to spread positive word-of-mouth (WOM) about the service provider. Perceived usefulness and ease of use of the website is equally important but the perception of high risk and insecurity suppress the effectiveness of website usability. Henceforth, to promote the website, the financial institutions offering online services to their customers have to develop the mechanism that would ensure the security and privacy of financial data as well as the personal information provided by the customers.

Online publication date: Tue, 10-Jan-2023

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