Aim (17 dec 2010)
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Aim (17 dec 2010)

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Aim (17 dec 2010) Aim (17 dec 2010) Presentation Transcript

  • Academy of Indian Marketing International Conference - 2010
    “Internet Banking and Consumer Behavior: Revisiting the Technology Acceptance Model”
    By
    AnkitKesharwani, IBS Hyderabad
    Shailendra S. Bisht, IBS Hyderabad
  • Internet Banking
    • Transition from ‘Brick and Mortar Bank’ to ‘Mouse and Click Bank’
    • Virtual banking: Four forms
    • ATM, Phone banking, Internet banking, Mobile banking
    • Opportunities
    • Financial benefits
    • Non-financial benefits
    • Challenges
    • Resistance to change
    • Increasing fraudulent activities
  • Source: IAMAI Report (i-cube 2009)
  • Technology Acceptance Model (TAM)
    Perceived
    usefulness
    Technology
    Characteristics
    Attitude towards
    use of system
    Behavioral
    Intention
    Perceived
    ease of use
    Source: Davis (1986, 1989)
  • Literature Review
    Models of Innovation Adoption
    • theory of reasoned action (TRA), technology acceptance model (TAM), motivational model (MM), theory of planned behavior (TPB), combined TAM and TPB (C-TAM-TPB), model of PC utilization (MPCU), innovation diffusion theory (IDT), and social cognitive theory (SCT).
    Throughout its development, TAM has received extensive empirical support through………..
    • Applications (Karjaluoto et al. 2002; Chau and Li 2003; Lu et al. 2003; Chan and Lu 2004, Fusilier and Durlabhji 2005; Chiemeke et al. 2006, Guriting and Ndubisi 2006; Lee et al. 2007; Amin et al. 2008; etc)
    • Comparisons (Davis et al. 1989; Mathieson 1991; Taylor and Todd 1995; Venkatesh et al. 2003; etc.)
    • Extensions (Venkatesh and Davis 2000; Gafen et al. 2003; Pikakarainen et al. 2004; Venkatesh and Bala 2008; etc.)
  • Why Need to Revisit?
  • Literature Review
    Concept of perceived risk
    • (Tan 1999; Littler and Melanthiou 2006; Gerrard et al. 2006; Manzano et al. 2009; etc.)
    Trust
    • (Suh and Han 2003; Mukherjee and Nath 2003; Dash and Saji 2007; etc.)
    Importance of website design
    • (Venkatesha and Agarwal 2006; Cyr 2008; Alhudaithy and Kitchen 2009; Ganguly et al. 2009; Jiang et al. 2010; etc.)
  • Research Model
  • Research Methodology
    Instrument development (35 items)
    • Perceived ease of use, perceived usefulness, perceived behavioral control, social influence, and behavioral intention (Venkatesh and Bala 2008); Trust and Perceived risk (Dash and Saji 2007); Website design (Cyr et al. 2008)
    Sample size: 619 MBA students
    • 78.6 % respondents fall under category of active users (i-cube 2009)
    • 85.8 % respondents were using internet banking more than one year
    Data analysis: Two-step Structural Equation Modeling (Anderson and Gerbing 1988)
    • Measurement model: 328 responses
    • Structural model: 291 respondents
  • Measurement Model
    Model fit Indices: chi-square=257.62, CMIN/df=1.600, GFI=0.931, AGFI=0.901, NFI=0.922, CFI=0.969, RMSR=0.070, RMSEA=0.047
  • Structural Model
  • Discussion
    The indirect effect of PEOU on BI was 0.453 (= 0.761*0.595).
    The total effect of SI on BI was 0.276 (= 0.169 + 0.128*0.595 + 0.173*181).
    WB has total effect of 0.333 (= 0.125*0.181 + 0.685*0.761*595) on BI.
    Result shows that WB has a greater influence on PEOU (H10: β=0.685, p<0.001) as compared to PR (H9: β=0.125, p<0.05).
  • Conclusion
    Integrate the fragmented theories and research on perceived risk, trust, website design and individual acceptance of technology acceptance and usage;
    Faced by skepticism and uncertainty, bank institutions need to reduce the trust gap to minimum possible in order to position e-banking as a viable medium of delivering banking service;
    The inclusion of website design would make contributions by enriching the extant literature and future research can provide a detailed investigation of the effects of specific feature of a website on internet banking adoption.
  • Thank You……
  • Beliefs about
    behavior
    Attitude
    Toward
    The Behavior
    Bi
    Evaluations of
    Behavioral
    Outcomes
    Ai αBi*Ei
    Ei
    Behavioral
    Intention
    Actual
    Behavior
    Normative
    Beliefs
    BIiα Ai*SNi
    ABi ≈ BIi
    Subjective
    Norms
    NBi
    Motivation
    to comply
    Source: Theory of Reasoned Action (Fishbein and Ajzen, 1975)
    SNiαBi*MTCi
    MTCi
    16