Modelling internet banking adoption in Fiji: A developing country perspective

Rashmini Sharma, Gurmeet Singh and Shavneet Sharma

International Journal of Information Management, 2020, vol. 53, issue C

Abstract: The purpose of this study is to investigate the behavioral intention to adopt internet banking (IB) by individuals under the influence of user espoused cultural values in Fiji. A conceptual framework is developed by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) model, incorporating customer satisfaction and perceived risk constructs and cultural moderators of individualism and uncertainty avoidance. This research adopts a quantitative approach and collects data from 530 respondents. The proposed model is tested using structural equation modelling. The empirical results obtained suggest that IB adoption is positively influenced by the levels of performance expectancy, effort expectancy, social influence and facilitating conditions while perceived risk negatively influences IB usage intention. IB intention was found to positively impact usage behavior which ultimately impacts customer satisfaction. This study also reveals that uncertainty avoidance dampens the influence of performance expectancy and facilitating conditions on IB adoption intention. The study highlights the importance of individual’s cultural values in promoting IB adoption. It contributes to the literature by extending and testing a comprehensive research model to better understand IB behavior.

Keywords: Internet banking; UTAUT; Perceived risk; Customer satisfaction; Behavioral intention; Usage behavior; Culture; Fiji (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ininma:v:53:y:2020:i:c:s0268401219308114

DOI: 10.1016/j.ijinfomgt.2020.102116

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