What determines Turkish customers' acceptance of internet banking?

H. Eray Çelik

196 citations0/0 files storedInternational Journal of Bank Marketing

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Health, Technology, Consumer Behavior

Abstract

Purpose The purpose of this article is to provide an insight into the determinants of customers' internet banking (IB) acceptance. Therefore, it attempts to address a research need for extending the technology acceptance model (TAM) by adding contextual factors for IB case. Design/methodology/approach A research model reflecting the effects of perceived risk (PR), perceived playfulness (PPL) and perceived behavioral control (PBC) on TAM constructs is proposed. The partial least squares (PLS) procedure is used to analyze 161 cases collected from individual IB users through a web‐based survey. Findings The results indicate that perceived usefulness (PU) and perceived ease of use (PEOU) are immediate direct determinants of customers' attitudes towards using IB (ATT). PU, PR and ATT determine the large proportion of behavioral intentions to use IB (BI). Although PPL positively influences only PEOU, PBC exerts positive direct effects on PEOU and PU and indirect effects on PU and ATT. Research limitations/implications The study findings were obtained from the single snapshot research, the small data set covering only active e‐mail users and the participants' self‐reports about BI. Therefore, the future research should carry a longitudinal nature to show the temporal change effects, remedy the possibility of self‐selection bias with a broader research sample and validate the IB usage externally instead of self‐reported BI. Originality/value This study supplies the valuable information for researchers and practitioners about the effects of PR, PPL and PBC on IB adaptation behavior of Turkish customers. Furthermore, the study reveals that extended TAM could be used to provide a solid theoretical foundation of IB acceptance case.

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References

1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1995Understanding Information Technology Usage: A Test of Competing Models 2004Confidence Limits for the Indirect Effect: Distribution of the Product and Resampling Methods 1977Attitude-behavior relations: A theoretical analysis and review of empirical research.

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