Internet Banking Services User Adoption in Ghana: An Empirical Study

Abstract

ABSTRACT Despite the numerous benefits that customers can reap from internet banking, the existing literature indicates that its adoption remains limited. Therefore, this paper proposes and examines a conceptual framework that clarifies the salient factors that drive customers’ intention to adopt internet banking. The proposed model was built on the unified theory of acceptance and use of technology. This was extended by incorporating trust, word of mouth, perceived enjoyment, and users’ internet experience. A total of 490 valid responses collected via the intercept approach from bank customers in Ghana were analyzed employing structural equation modeling. The analysis demonstrates that performance expectancy, trust, perceived enjoyment, word of mouth, and users’ internet experience significantly influence behavioral intention to adopt internet banking. However, the study finds no support for effort expectancy and social influence. The study concludes with several useful implications for theory and practice.