Promoting e-banking actual usage: mix of technology acceptance model and technology-organisation-environment framework

Abstract

ABSTRACT The purpose of this study is evaluating new decision factors which affecting users’ behaviour intention and actual usage towards e-banking. In this research, the TOE framework is integrated with TAM theory as the novelty to fill up the hole of TAM theory and past researches. The proposed Model is tested in an Iranian bank. Partial least squares is applied to examine inter-correlations among the model’s constructs. The results indicate that task-technology fit model and technical service innovation as technology context positively affects e-banking actual usage and task and technology characteristics positively affect task-technology fit. User integration and perceived size as organisation context positively influence users’ behaviour intention and actual usage, respectively. Furthermore, initial trust model as environment context positively influences users’ behaviour intention. Structural assurance positively affects initial trust, but social influence and bank reputation effect is rejected. Also, culture-technology fit and government support as environment context positively influences e-banking actual usage.