Abstract

This study aims to explore the differing online banking adoption in Spanish cities and towns through Technology Acceptance Model (TAM). This paper is the first to unveil such differences between cities and towns. Data was collected from the Centre for Sociological Research and analyzed with PLS-SEM through SmartPLS. The analyzed model comprised perceived ease of use (PEOU), perceived usefulness (PU), and online banking use behaviour (UB) as variables directly associated. Perceived security (PS) was included as a mediator of the effects in UB. Multi-group analysis (MGA) and Importance-Performance Map Analysis (IPMA) were implemented. Most of the hypothesised direct and indirect effects were statistically significant and found support for both cities’ and towns’ populations. PEOU did not present a statistically significant influence over PS. The direct effects expected were found to be different in cities and towns, although differences were minimal. The study makes an outstanding contribution regarding the banking sector’s social responsibility, which may be further studied to mirror inclusive practices. It also corroborates the importance of PS as a mediator that influences online banking services use.

摘要

本研究旨在通过技术接受模型 (TAM) 探索西班牙城镇不同的网上银行采用情况。本文首次揭示了城镇之间的这种差异。从社会学研究中心收集数据，并通过 SmartPLS 使用 PLS-SEM 进行分析。分析的模型包括感知易用性 (PEOU)、感知有用性 (PU) 和网上银行使用行为 (UB) 作为直接关联的变量。感知安全性 (PS) 被包括在 UB 中作为影响的中介。实施了多组分析（MGA）和重要性-绩效图分析（IPMA）。大多数假设的直接和间接影响具有统计学意义，并为城市和城镇人口提供了支持。PEOU 对 PS 没有统计学上的显着影响。发现预期的直接影响在城镇中有所不同，尽管差异很小。该研究对银行业的社会责任做出了突出贡献，可以进一步研究以反映包容性实践。它还证实了 PS 作为影响网上银行服务使用的中介的重要性。