Abstract
Day after day, many enterprises make use of the Internet and cyber space to reach out to customers everywhere at any time. The banking industry, like other industries, is using the Internet channel to protect its current position against other virtual players who may provide more convenience and lower priced services. Internet banking (IB) is meant to provide 24/7 service for banking customers, yet the electronic channel comes with challenges as well as gains for both bankers and customers. This study aims to identify the important determinants of online behavior, particularly with respect to Internet banking and the technology acceptance research. The different technology acceptance models are discussed thoroughly in the literature review to explain the stages and the foundations that led to the formation of the Unified Theory of Acceptance and Use of Technology (UTAUT). This work aims at investigating the viability of the aggregated technology acceptance model, the UTAUT, in a non-industrial country (Jordan). The research also permits an extension to the model by addressing the impact of web presence on the online behavior, namely website quality perceptions. The contribution of this work lies in several areas of implementation and empirical analyses. This research extended the UTAUT model to account for the online behavior. The extension comprised decomposing the technical sources dimension of the facilitating condition construct of the UTAUT and replacing it with the website design quality structure variable. The current work validates the UTAUT measures as developed by its authors, in addition to supporting the interrelationships among the key constructs in technology acceptance research. The proposed extension to the UTAUT model attempts to capture the impact of website quality perceptions on key constructs, namely performance expectance, effort expectancy and usage behavior. A restrict research methodology was used to test both original and developed hypotheses, the results show that website quality structure does impact usage behavior indirectly, through performance expectancy and effort expectancy. Discussion, conclusion, and further research area are provided based on the results of the research.
Highlights
Day after day, many enterprises make use of the Internet and cyber space to reach out to customers everywhere at any time
Technology Acceptance Model (TAM) is an intention based model derived from the Theory of Reasoned Action (TRA), but tailored to meet the broad needs of information technology research (Davis et al, 1989).TAM has evolved through the years and many researchers have tested the addition of new variables to the model in an attempt to increase its explanatory power
Using the structural equation model, the results proved that pure TRA and Theory of Planned Behavior (TPB) are capable of predicting behavior, but the decomposed version is better at explaining this behavior
Summary
Many enterprises make use of the Internet and cyber space to reach out to customers everywhere at any time. The banking industry, like other industries, is using the Internet channel to protect its current position against other virtual players who may provide more convenience and lower priced services. It is important to understand what are the important determinants of online behavior in respect of Internet banking and the technology acceptance models?. Researchers in psychology, sociology, and information technology have all contributed various models to explain the behavior of acceptance, adoption, and usage of technologies. A significant body of research has its foundation in the Technology Acceptance Model (TAM), a model originally conceived by Fred Davis in 1986. TAM is an intention based model derived from the Theory of Reasoned Action (TRA), but tailored to meet the broad needs of information technology research (Davis et al, 1989).TAM has evolved through the years and many researchers have tested the addition of new variables to the model in an attempt to increase its explanatory power. Venkatesh along with Davis and other researchers (2003) integrated TAM with seven other dominant models in the field of technology www.ccsenet.org/ijms
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