|Author:||Lam, Yiu-chau David|
|Title:||Adoption of Internet banking : an empirical study of personal and corporate customers in Hong Kong|
|Subject:||Hong Kong Polytechnic University -- Dissertations|
Internet banking -- China -- Hong Kong
|Department:||Graduate School of Business|
|Pages:||159 leaves : ill. ; 30 cm|
|Abstract:||This study is designed to investigate how Internet Banking is perceived and adopted by customers, both personal and corporate, in Hong Kong. It uses Davis' (1989) Technology Acceptance Model (TAM) with an added variable "Perceived Web Security" and tests whether this integrated model is capable of predicting the adoption intentions of both sets of customers in Hong Kong. It is a cross-sectional study designed to provide new information for practicing bank managers and academics which will be useful in the formulation of Internet Banking marketing strategies aimed at both personal and corporate customers. A different sampling method has been used for each of the two sets of customers. The data for personal customers have been collected from a convenient sample (201 usable responses) of existing personal customers encountered outside branches of a bank in Hong Kong using a designed survey questionnaire. The data for corporate customers have been obtained by postal survey from corporate customers (203 usable responses) randomly selected from the Yellow Pages using the same questionnaire. The questionnaire is adapted based on instruments and scales developed in the TAM of Davis, (1989) and in Salisbury et al., (2001)'s construct, Perceived Web Security. The data collected were analyzed using the Structured Equation Modeling technique of AMOS 4.0 to see how the dependent variable - Intention to use Internet Banking -is explained by Attitude, which is in turn influenced by Perceived Ease Of Use, Perceived Usefulness and Web Security. The results provide support to the Hypothesized Model adapted from the TAM conceptual model and confirm its robustness in predicting intention in an Internet Banking context. The findings of our study confirm the applicability of the integrated TAM model with the added construct Web Security for explaining user behavior in the Internet Banking arena. The model was found to fit the data well, both for personal and corporate customers. Perceived Ease of Use, Perceived Usefulness and Perceived Web Security are found to be predicting variables influencing the dependent variables Attitude and Intention to Use Internet Banking for both sets of customers. The hypothesis that Attitude is a mediator between these three predicting variables and Intention to Use Internet Banking is not fully supported. The three predicting variables influence Intention to Use Internet Banking directly. An analysis revealed significant differences between the results for personal as against corporate customers. This is in part explained by the different sampling method adopted for personal customers, who were encountered as they left the branch, thereby perhaps signaling their preference for face to face banking. The more scientific random sampling method of collecting the data for corporate customers facilitates a useful comparison between the two. Suggestions for future research include a longitudinal study, which could investigate customer behavior at all three marketing stages, i.e., pre-launch, promotion and post-launch. Finally, the study could be extended to embrace a wider customer population with more banks, and consumer behavior examined in relation to a mix of products.|
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