Aim (17 dec 2010)


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Aim (17 dec 2010)

  1. 1. Academy of Indian Marketing International Conference - 2010<br />“Internet Banking and Consumer Behavior: Revisiting the Technology Acceptance Model”<br />By<br />AnkitKesharwani, IBS Hyderabad<br />Shailendra S. Bisht, IBS Hyderabad<br />
  2. 2. Internet Banking<br /><ul><li>Transition from ‘Brick and Mortar Bank’ to ‘Mouse and Click Bank’
  3. 3. Virtual banking: Four forms
  4. 4. ATM, Phone banking, Internet banking, Mobile banking
  5. 5. Opportunities
  6. 6. Financial benefits
  7. 7. Non-financial benefits
  8. 8. Challenges
  9. 9. Resistance to change
  10. 10. Increasing fraudulent activities</li></li></ul><li>Source: IAMAI Report (i-cube 2009)<br />
  11. 11. Technology Acceptance Model (TAM)<br />Perceived <br />usefulness<br />Technology<br />Characteristics<br />Attitude towards<br />use of system<br />Behavioral <br />Intention<br />Perceived<br />ease of use<br />Source: Davis (1986, 1989)<br />
  12. 12. Literature Review<br />Models of Innovation Adoption<br /><ul><li>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).</li></ul>Throughout its development, TAM has received extensive empirical support through………..<br /><ul><li>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)
  13. 13. Comparisons (Davis et al. 1989; Mathieson 1991; Taylor and Todd 1995; Venkatesh et al. 2003; etc.)
  14. 14. Extensions (Venkatesh and Davis 2000; Gafen et al. 2003; Pikakarainen et al. 2004; Venkatesh and Bala 2008; etc.)</li></li></ul><li>Why Need to Revisit?<br />
  15. 15. Literature Review<br />Concept of perceived risk<br /><ul><li>(Tan 1999; Littler and Melanthiou 2006; Gerrard et al. 2006; Manzano et al. 2009; etc.)</li></ul>Trust<br /><ul><li>(Suh and Han 2003; Mukherjee and Nath 2003; Dash and Saji 2007; etc.)</li></ul>Importance of website design <br /><ul><li>(Venkatesha and Agarwal 2006; Cyr 2008; Alhudaithy and Kitchen 2009; Ganguly et al. 2009; Jiang et al. 2010; etc.)</li></li></ul><li>Research Model<br />
  16. 16. Research Methodology<br />Instrument development (35 items)<br /><ul><li>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)</li></ul>Sample size: 619 MBA students<br /><ul><li>78.6 % respondents fall under category of active users (i-cube 2009)
  17. 17. 85.8 % respondents were using internet banking more than one year</li></ul>Data analysis: Two-step Structural Equation Modeling (Anderson and Gerbing 1988)<br /><ul><li>Measurement model: 328 responses
  18. 18. Structural model: 291 respondents</li></li></ul><li>Measurement Model<br />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<br />
  19. 19.
  20. 20. Structural Model<br />
  21. 21. Discussion<br />The indirect effect of PEOU on BI was 0.453 (= 0.761*0.595). <br />The total effect of SI on BI was 0.276 (= 0.169 + 0.128*0.595 + 0.173*181).<br />WB has total effect of 0.333 (= 0.125*0.181 + 0.685*0.761*595) on BI.<br />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). <br />
  22. 22. Conclusion<br />Integrate the fragmented theories and research on perceived risk, trust, website design and individual acceptance of technology acceptance and usage;<br />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;<br />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.<br />
  23. 23. Thank You……<br />
  24. 24. Beliefs about <br />behavior<br />Attitude<br />Toward <br />The Behavior<br />Bi<br />Evaluations of<br />Behavioral<br />Outcomes<br />Ai αBi*Ei<br />Ei<br />Behavioral<br />Intention<br />Actual<br />Behavior<br />Normative<br />Beliefs<br />BIiα Ai*SNi<br />ABi ≈ BIi<br />Subjective <br />Norms<br />NBi<br />Motivation <br />to comply<br />Source: Theory of Reasoned Action (Fishbein and Ajzen, 1975)<br />SNiαBi*MTCi<br />MTCi<br />16<br />