Title: The influence of hedonic motivation, self-efficacy, trust and habit on adoption of internet banking: a case of developing country

Authors: Arshian Sharif; Syed Ali Raza

Addresses: Faculty of Business Administration and Social Sciences, Mohammad Ali Jinnah University, Karachi, Pakistan ' Department of Management Sciences, Iqra University, Karachi 75300, Pakistan

Abstract: The purpose of this study is to analyse the untouched dimensions of internet banking acceptance by following a more comprehensive approach to address internet banking intention adoption. CFA and SEM analyses have been used to analyse the data collected from university students. The study strives to examine the role of hedonic motivation, self-efficacy, trust, habit and behavioural intention variables in predicting individuals' adoption of internet banking. The empirical findings established the significant and positive contribution of hedonic motivation (HM) on trust (T). Along with this, hedonic motivation (HM), trust (T), self-efficacy (SE) and habit (H) showed a positive and significant impact on behavioural intention (BI). Finally, results revealed that habit (H) and behavioural intention (BI) have a significant and positive impact on the user's intention to adopt internet banking (A). Therefore, it can be recommended that banks need to improve their customers' skills with respect to internet banking usage. Furthermore, the banks should change their internet banking screens and should switch to more innovative interface in order to attract customers towards internet banking. The present study provided an all-inclusive approach by incorporating existing literature on internet banking which emphasises greatly on the perception aspects of technology and hardly studies the impact of these variables.

Keywords: hedonic motivation; Pakistan; self-efficacy and internet banking; trust.

DOI: 10.1504/IJECRM.2017.086750

International Journal of Electronic Customer Relationship Management, 2017 Vol.11 No.1, pp.1 - 22

Received: 01 Aug 2016
Accepted: 30 Apr 2017

Published online: 13 Sep 2017 *

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