An empirical study of the determinants of Internet Banking adoption among Brazilians non-users

José Mauro da Costa Hernandez and José Afonso Mazzon

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2008, vol. 12, issue spe, 9-39

Abstract: This study investigates the determinants of Internet Banking adoption among Brazilians non-users. To accomplish this objective, the study proposes a model built with constructs gathered from the most known models of new technology adoption found in the marketing literature. The model was tested among a sample of 292 people and the results show that the effects of eight variables were significant in determining the intention to adopt Internet Banking. They are compatibility with lifestyle, subjective norm, self-efficacy, image, relative advantage of security and privacy, relative advantage of control, trialability, and technological support. By the other side, none of the individual characteristics included in the model were significant. The major contribution of the study is the proposal of a comprehensive, simple, and easily implementable model. The study concludes by pointing some managerial implications, limitations, and suggestions for future studies.

Date: 2008
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