Abstract
A well designed website brings numerous benefits to firms. Some of these benefits are well established. But whatelements of the website design really matter and how do these in turn influence website usage behaviour?Adopting the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical foundation, wereport the findings from a survey of 316 users of internet banking; data were collected through an offlinequestionnaire developed based on the literature review and previous studies,directed to a convenience sample.Structure equation modelling, the two steps approach, starting with measurement model and then the structuralmodel was applied.We demonstrate that the technical, general content and appearance dimensions of a Web siteare the most important for users. In addition, these dimensions are significantly related to usage behaviourdirectly and indirectly through belief constructs. We also find that the impact of performance expectancy onusage behaviouris significant in predicting usage. Implications and Recommendationswere provided afterthorough discussion.
Highlights
Internet technology and applications has created new ways of interaction with consumer and the growing reliance on computerized systems turned consumers to using internet access as a more convenient channel
The elements of website quality dimensions that were highly rated by respondents are: ease of navigation, access and loading time; content usefulness, competence, clarity and accuracy; and attractiveness, organization and readability
SI-PE impact: the impact of social influences on performance expectancy was non-significant. This result is consistent with previous research, which indicated that the impact of social influence on perceived usefulness tends to vanish under voluntary usage conditions and users may depend on their own beliefs rather than on others’ opinions or may use their direct experience with a system to form their intentions or perceptions of usefulness (Morris & Venkatesh, 2000; Taylor & Todd, 1995b; Venkatesh & Davis, 2000; Venkatesh et al, 2003)
Summary
Internet technology and applications has created new ways of interaction with consumer and the growing reliance on computerized systems turned consumers to using internet access as a more convenient channel. This study focuses on web design quality aspects that impact consumer actual usage of banks online presence in the UK. In the Internet banking environment, system characteristics, functional features of the bank website, are considered of most importance (Ndubisi & Sinti, 2006) as well as system security, which is an important quality of online transactions by both users and non-users (Gerrard & Gunningham, 2003) and risk, which is a key determinant of attitude toward online banking acceptance (Curran & Meuter, 2005). Information protection is defined as the consumers' belief about the web vender's ability to safeguard their personal information from security and privacy preaches. When consumers feel comfortable with the way the bank website will protect their personal information and financial details, they overcome any psychological barrier to engage in the online banking services
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