Evaluating the Factors Influencing the Adoption of Internet Banking: An Integration of TAM and TPB with Perceived Risk and Perceived Benefit

Subject Areas : Jounal of Marketing Management

M. A. Abdolvand ¹ , H. Abdolazimi ^{2 *}

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Received: 2013-08-25 Accepted : 2013-08-25 Published : 2012-06-21

Keywords: Internet banking, Technology Acceptance, Perceived risk and perceived b, the consumer, Theory of planned behavior,

Abstract :

Almost the cost of each internet trade is a third of one which the bank teller does. Development of new technology has been caused people to do their banking at home. Banking industry has reacted toward the costumers changing demands, social change trends, communication technology development, distribution channel strategies in finance services and has paced with technology. Today Internet banking is as one of the modern services and technology for us. The importance of this role is so significant that we cannot live without internet services. In the present study, it is tried to analyze this significant point by evaluating the influencing factors an internet banking acceptance by integrating TAM and TPB models and the costumers perceived risk and benefit. In this study, face to face questionnaire method is used for data collection and it was analyzed by SPSS software. The results of this study show that the ease of use, expected benefits, subjective norms, perceived behavior control and  perceived profits have a positive influence on intention to use internet banking. Also, all these five mentioned risks have a negative influence on people's attitude toward internet banking, which the effect of security risk is more than other ones. The ease of use has also a more positive influence than other factors on attitude toward using internet banking.