ABSTRACT

Despite the numerous benefits that customers can reap from internet banking, the existing literature indicates that its adoption remains limited. Therefore, this paper proposes and examines a conceptual framework that clarifies the salient factors that drive customers’ intention to adopt internet banking. The proposed model was built on the unified theory of acceptance and use of technology. This was extended by incorporating trust, word of mouth, perceived enjoyment, and users’ internet experience. A total of 490 valid responses collected via the intercept approach from bank customers in Ghana were analyzed employing structural equation modeling. The analysis demonstrates that performance expectancy, trust, perceived enjoyment, word of mouth, and users’ internet experience significantly influence behavioral intention to adopt internet banking. However, the study finds no support for effort expectancy and social influence. The study concludes with several useful implications for theory and practice.

摘要

尽管客户可以从网上银行获得许多好处，但现有文献表明其采用仍然有限。因此，本文提出并检验了一个概念框架，该框架阐明了驱动客户采用网上银行的意愿的显着因素。所提出的模型建立在接受和使用技术的统一理论之上。通过将信任、口口相传、感知享受和用户的互联网体验相结合，这一点得到了扩展。采用结构方程模型分析了通过拦截方法从加纳银行客户收集的总共 490 条有效回复。分析表明，绩效期望、信任、感知享受、口口相传和用户的互联网体验显着影响采用网上银行的行为意愿。然而，该研究发现不支持努力预期和社会影响力。该研究总结了一些对理论和实践的有用启示。