Factors Affecting the Adoption of Online Banking-An Integration of Technology Acceptance Model and Theory of Planned Behavior

Nour-Mohammad Yaghoubi, Ebrahim bahmani

Abstract


Online banking has emerged as one of the most profitable e-commerce applications over the last decade. This
study investigates which factors affect the adoption of Online banking in Isfahan province of Iran. We developed
a theoretical model based on the Technology Acceptance Model (TAM) with theory of planned behavior (TPB)
model. We designed a questionnaire and used it to survey a randomly selected sample of customers of national
bank of Iran. A total of 500 pieces of questionnaire papers are given out to the community randomly. However
those questionnaires that not fill in properly and completely have been taken out. Hence, the actual sample used
for the study is 349 respondents. We analyzed the data using Structured Equation Modeling (SEM) to evaluate
the strength of the hypothesized relationships; the results provide support of the integrated TAM and TPB
models and confirm its robustness in predicting customers' intention of adoption of online banking. The results
indicated that the intention to use online banking is positively affected mainly by perceived behavioral control
and perceived usefulness.

Full Text: PDF DOI: 10.5539/ijbm.v5n9p159

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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