Abstract
Internet Banking has become the new self-service delivery channel that allows banks to provide information and offer services to their customers with more convenience via the web services technology. This study examines the relationship among six constructs that influence customer adoption of personal Internet Banking in Thailand. This study’s constructs and framework are built based on theory of Technology Acceptance Model (TAM) with the addition of perceived risk and promotion attractiveness as external effects to attitude toward use Internet Banking. The results show risk concerns reduce customer’s attitude toward to use Internet Banking, while promotion attractiveness tends to have positive effect on customer’s perception. In this study, attitude toward use is a function of perceived usefulness as the basic TAM relationship, but not for perceived ease of use. Attitude is expected to be the main predictor of the actual behavior. The study outcome supported theory of TAM which means the positive attitude influences the customer’s decision to use Internet Banking. Analysis of demographic variables indicates that users and non-users of Internet Banking have different perceptions of perceived risk, monetary promotion, ease of use, usefulness, attitude toward use, and actual use. An understanding of personal customer acceptance of Internet Banking from this study can assist banks to assess the real business value of Internet Banking implementation.
Published Version
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