Factors affecting the adoption of internet banking in Pakistan: an integration of technology acceptance model and theory of planned behaviour

Abstract

The use of internet banking in Pakistan is third largest mode in e-banking after real time online banking (RTOB) and automated teller machine (ATM) and it is evolving with an impressive pace and creates its space among other mode of e-banking. Therefore, this study examined the factors that affect the adoption of internet banking in Pakistan through the theoretical lenses of technology acceptance model (TAM) and theory of planned behaviour (TPB). Structural equation modelling (SEM) with the help of smart-PLS was used to examine the hypothesised relationships among the proposed constructs. A questionnaire survey was used for data collection. The study results confirmed the applicability of TAM and TPB frameworks in predicting the adoption of internet banking by Pakistani bank costumers. Practically, this study guides the strategic decision makers of banking industry especially of Pakistan to develop strategies that will help to increase the adoption of internet banking in Pakistan.

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