Abstract
Definitely the Internet banking services adoption (IBSA) represents a good opportunity for developing nations to attain greater economic development and growth. This sector plays a vital role in developing numerous businesses and increasing Gross Domestic Product (GDP) in different countries, particularly in developing countries, such as the Republic of Iraq. Although a lot of research evidences the wide adoption of Internet banking in developed nations, there is still limited research in developing nations in the Middle East, specifically in Iraq on this area. There is definitely a need in this country to identify the factors that could encourage IBSA. There is also a paucity of empirical research on IBSA from the perspective of customers. Taking these into cognizance, this quantitative research aims to understand IBSA, by investigating the key factors that encourage customers to adopt Internet banking in the Iraqi context, using the Theory of Planned Behavior (TPB). In order to test this framework, a quantitative approach using the survey method is employed consisting of twenty eight (28) items with a seven-point Likert scale. Based on proportionate stratified random sampling, 535 out of 800 employees. For analysis purposes, Partial Least Squares-Structural Equation Modeling (PLS-SEM) was applied. Findings of this study reveal that all the research hypotheses are supported except one, namely subjective norms. This study found out there is high impact the role of third party support toward Internet banking services adoption among Iraqis customers.
Highlights
The availability and increase of new information and communication technologies (ICTs) in the financial industry has a significant impact on the way banks currently provide services to their customers (Hoehle et al, 2012)
Wireless technology and global straight-through processing (STP), have made it possible for the banking industry to move away from being mere physical banks to providing virtual services, allowing the banks to face global competition from other banks around the world, and to gain larger market shares, in order to satisfy the needs of customers (Sharma, 2009).These technological changes, new players in the banking arena, and globalization of business and service innovations, have led to intense market competition, and compelled banks to cater more to customers by providing them with a greater range of choices (Mansumitrchai & Chiu, 2012; Alnsour & Al-Hyari, 2011)
The (R2) value, which shows the amount of variance explained by independent variables
Summary
The availability and increase of new information and communication technologies (ICTs) in the financial industry has a significant impact on the way banks currently provide services to their customers (Hoehle et al, 2012). Wireless technology and global straight-through processing (STP), have made it possible for the banking industry to move away from being mere physical banks to providing virtual services, allowing the banks to face global competition from other banks around the world, and to gain larger market shares, in order to satisfy the needs of customers (Sharma, 2009).These technological changes, new players in the banking arena, and globalization of business and service innovations, have led to intense market competition, and compelled banks to cater more to customers by providing them with a greater range of choices (Mansumitrchai & Chiu, 2012; Alnsour & Al-Hyari, 2011). According to Jalal, Marzooq, & Nabi (2011), Internet banking has been growing significantly, and has a direct impact on the way businesses are conducted
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