Abstract
The theory of trying postulates that in the less technologically advanced developing countries, online banking adoption behavior is a function of three attitudes rather a single attitude. These three attitudes are attitudes towards successes, failure, and learning that are expected to determine online banking adoption. These three attitudes, in turn, are dependent upon two crucial individual traits, overall self-confidence, and cynicism. However, the previous literature has not provided conclusive empirical evidence about this issue particularly in the less technologically advanced context of South Asia. Consequently, the purpose of this study was to test the role of these three attitudes and two traits as the determinants of the online banking adoption behavior. The data was collected from 215 customers who were already using the online banking in the District Attock, Pakistan. Structural equation modeling with partial least squares was applied for hypotheses testing. The results point that in the developing context of Pakistan, all the factors - attitudes and traits - are significant predictors of online banking adoption behavior.
Highlights
The predominant models in technology adoption literature, such as the technology acceptance model (Venkatesh et al, 2011; Venkatesh & Davis, 2000; Davis, Bagozzi, & Warshaw, 1989; Davis, 1985) and the theory of planned behavior (Ajzen, 1991), generally pose the online banking adoption behavior as a non-problematic behavior which is a function of various deliberative processes and decisions, with relatively no roles of external and internal impediments or restraints
The results reported that all the exogenous constructs explain 47% of the variance in the online banking adoption behavior
This study postulated that in the less technologically advanced developing countries, such as Pakistan, the online banking adoption behavior is not determined by some individual deliberative processes like the predominant models of technology acceptance suggest
Summary
The predominant models in technology adoption literature, such as the technology acceptance model (Venkatesh et al, 2011; Venkatesh & Davis, 2000; Davis, Bagozzi, & Warshaw, 1989; Davis, 1985) and the theory of planned behavior (Ajzen, 1991), generally pose the online banking adoption behavior as a non-problematic behavior which is a function of various deliberative processes and decisions, with relatively no roles of external and internal impediments or restraints. The theory of trying postulates that in less technological advanced developing countries, new technological service adoption is a function of three dimensions of attitudes including learning, failure, and success These attitudes, in turn, form a general attitude that influences the adoption behavior through the bridging influence of intention to adopt (Bagozzi & Warshaw, 1990). Earlier studies have either focused on mobile banking adoption or information system acceptance (Chaouali et al, 2017; Ahuja & Thatcher, 2005)
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