Title: Technology acceptance in self-service banking of Pakistan: the role of innovative and individual attributes

Authors: Masood Ul Hassan; Zeeshan Iqbal

Addresses: Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan ' Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan

Abstract: The current study investigated the role of individual differences and innovation features on the customers' attitude towards self-service banking (SSB), which in turn impact their intention and behaviour to use SSB in Pakistan. A survey questionnaire was designed for data collection and structural equation modelling (SEM) approach was applied by using SmartPLS software to examine the hypothesised relationships. The findings revealed that individual differences and innovation features have a significant influence on customers' attitudes to adopt SSB, which in turn significantly impacts behavioural intention. Finally, customers' behavioural intention to adopt SSB emerged as a significant predictor of customer behaviour with SSB. The most significant implication is that the banking sector should always strive to shape positive attitude of customers towards SSB, primarily, the banks must consider individual differences and innovation features while creating SSB modes.

Keywords: self-service banking; SSB; technology acceptance model; TAM; theory of planned behaviour; TPB; UTAUT; diffusion of innovation; IDT; Pakistan.

DOI: 10.1504/IJEB.2024.139756

International Journal of Electronic Business, 2024 Vol.19 No.3, pp.311 - 341

Accepted: 05 Dec 2023
Published online: 05 Jul 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article