Chapter 7: Social Factors and Technology Acceptance

Title: The effects of factors on customers' attitude towards acceptance of internet banking in Bhutan

Author(s): Ugyen Dendup, Nagul Cooharojananone, Rajalida Lipikorn

Address: MIMIT Lab, Department of Mathematics and Computer Science, Faculty of Science, Chulalongkorn University, Thailand | MIMIT Lab, Department of Mathematics and Computer Science, Faculty of Science, Chulalongkorn University, Thailand | MIMIT Lab, Department of Mathematics and Computer Science, Faculty of Science, Chulalongkorn University, Thailand

Reference: Software, Knowledge, Information Management and Applications (SKIMA 2013) pp. 318 - 324

Abstract/Summary: The aim of this study is to identify the factors that can predict customers' adoption of internet banking in Bhutan. A survey questionnaire was designed and used to collect data from banks' customers and obtained 273 usable responses. The results of this study have shown that the perceived usefulness and social influence has the highest significant effects on customer attitude to accept internet banking in Bhutan. Besides, security and perceived ease of use also affects the customers' attitude towards acceptance of internet banking. The findings of this study are discussed and implications for future research are presented.

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