Title: Customers' adoption of electronic banking service channels in Ethiopia: an integration of technology acceptance model and perceived risk with theory of planned behaviour
Authors: Zeleke Siraye
Addresses: Department of Management, College of Business and Economics, Aksum University, P.O. Box. 1010, Axum, Ethiopia
Abstract: This study was designed to analyse factors that influence customers' intention to adopt e-banking service channels in Ethiopia. A conceptual framework was designed by integrating variables from theory of planned behaviour, technology acceptance model, and previous studies. Through stratified sampling technique, a sample of 211 people was drawn from six commercial banks operating with e-banking service channels in Ethiopia. The research method was a survey method with a descriptive and statistical analysis. In this study regression analysis was conducted to determine the predictive power of the variables. The findings revealed that the variables included in the models (attitude, subjective norms, perceived behavioural control, perceived usefulness, perceived ease of use and perceived risk) were significant in affecting users' behavioural intention to use e-banking service channels. Results also revealed that the variable perceived behavioural control plays the most important role, followed by attitudes and perceived usefulness in predicting an individual's intention to accept e-banking service channels.
Keywords: customer intentions; electronic banking; Ethiopia; technology acceptance model; TAM; theory of planned behaviour; TPB; perceived risk; e-banking; bank services; online banking; perceived behavioural control; attitudes; perceived usefulness.
International Journal of Electronic Finance, 2014 Vol.8 No.1, pp.21 - 34
Received: 04 Aug 2012
Accepted: 04 Sep 2013
Published online: 29 Jul 2014 *