Effects of network quality attributes on customer adoption intentions of Internet Banking

Abstract

With the liberalization and internationalization of the financial market and the entrance of Taiwan into the World Trade Organization (WTO), banks in Taiwan face a dual competitive pressure in the areas of service quality and administrative efficiency. This study replicated and expanded the Theory of Reasoned Action (TRA) to probe the attitude and subjective norm factors that would influence the adoption intention of Internet Banking (IB). Moreover, network quality attributes were also used to enhance the understanding of consumer attitude towards Internet banking based on TRA (named ‘extended TRA’). Data were gathered from 425 potential users of Internet banking. Structural equation modelling was used to analyse the responses. The analytical results generally supported TRA and extended TRA to provide a good fit to the data. Extended TRA explains more of the variance in consumer attitude (66%) and behavioural intentions (54%) than those in TRA in the context of Internet banking. Additionally, attitude is significantly related to the intention to adopt internet banking, while subjective norm is not; network quality attributes including information quality, transaction speed, and security play significant roles in influencing attitude.