Abstract
In recent years, technology adoption has been seen as a critical and distinct topic in e-commerce research. Looking at the challenges in technology adoption faced by banking sector of Pakistan, this study examined the effect of website design, customer service and brand image on customer's intention to adopt internet banking. Additionally, customer satisfaction is integrated in theoretical framework as a mediating variable. The data for this study was collected from internet banking users. Structural equation modelling (SEM) has employed to evaluate the hypothesised relationships. The results of this study revealed that the adoption of internet banking in Pakistan is motivated by a set of specific factors (i.e., website design, e-customer service, customer satisfaction and brand image). Practically, these results will help policy makers to understand critical factors that influence on customer's intention to adopt internet banking in Pakistan. Finally, limitations and future research directions have been discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Business Information Systems
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
