Authors: Wail Alhakimi; Jameel Esmail
Addresses: Department of Marketing, Taiz University, 6803 Taiz, Yemen ' School of Business, Lebanese International University, 18644 Sana'a, Yemen
Abstract: The purpose of this study is to analyse the factors that has an influence over the customer's intention to adopt internet banking in Yemen. A questionnaire was developed and distributed to the customers of most of active banks in Yemen. By using exploratory and quantitative methods, 384 questionnaires were distributed, and 301 were successfully retrieved. The collected data was examined using descriptive, correlation, and regression analyses. The findings reveal that while relative advantage, perceived risk, perceived security have no significant impact, technology readiness along with prior internet knowledge have significant impact on the intention of customers to adopt the internet banking in Yemen. This study implicitly provides a background for the hypotheses that were tested in order to validate a model for the purpose of accepting the internet banking services. Banks in Yemen are in dire need to invest heavily in internet banking and its IT infrastructure, expand services into remote areas, and build trust to attract more customers in order to increase the percentage of internet banking adopters. The study is highly crucial to the emerging financial institutions in Yemen, as it provides answers to the factors that affect the customer's intention to adopt internet banking in Yemen.
Keywords: internet banking; relative advantage; perceived risk; perceived security; technology readiness; prior internet knowledge; Yemen.
International Journal of Electronic Banking, 2020 Vol.2 No.2, pp.97 - 117
Received: 02 May 2019
Accepted: 31 May 2019
Published online: 07 Sep 2020 *