Investigating the Effect of Trust and Perceived Risk on Adoption Internet Banking Services among Arak Banks Customers

Subject Areas : Jounal of Marketing Management

P. Ghaffari Ashtiyani ¹ , M. Zanjirdar ² , R. Sha’abani ³

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Received: 2013-08-25 Accepted : 2013-08-25 Published : 2012-10-22

Keywords: Internet banking, Trust, Perceived Risk, Adoption, Intention to use,

Abstract :

Purpose: Nowadays expansion of internet use is an underlying opportunity for financial institutions and banks to use it as a benefit in a hard competition environment. According to the nature of internet shopping some of the consumers always experience a level of risk. The present research investigates simultaneously the effect of trust and the perceived risk on adoption internet banking services. Methodology: This research is applicable in term of target. in terms of method and nature is causal research and of domain relevant branch. Necessary information are collected using questionnaire mean time for analysis of data, Structural Equation Modeling and LISREL software are used. To achieve this goal 300 questionnaires were distributed among Arak banks customers that used internet banking services at least once and finally 276 usable questionnaires returned and were analyzed. Findings: The analysis results showed there is a significant relation between costumer's perceived ability of Internet Banking Services and using these services. Also results suggest that bank trusting negatively affected perceived risk of Internet Banking Services on one hand and positively affected costumer perception of bank abilities to offer Internet Services for using these services on the other hand. Finally negative effect of perceived risk for Internet Banking Services to use these services was approved. Research Limitations: There are a lot of factors that can affect on the adoption of internet banking services but because of the high importance of perceived risk and trust in adoption of this services and also because of time limitation in this research we are studied these two variable only. Also lack of accurate statistics of the customers using internet banking was among the restricting factors in this research. Managerial Implications: Finally it is suggested to the bank managers to formulate and implement strategies that can increase the perceived trust of the customers and parallel to programs of trust making move in the way of lessening the perceived risk of customers by creating specialized counters in their branches.