The interplay of counter-conformity motivation, social influence, and trust in customers' intention to adopt Internet banking services: The case of an emerging country

Walid Chaouali, Imene Ben Yahia and Nizar Souiden

Journal of Retailing and Consumer Services, 2016, vol. 28, issue C, 209-218

Abstract: The aim of this paper is to shed light on the roles of counter-conformity motivation, social influence, and trust in explaining customers' intention to adopt Internet banking services. Data is collected from 245 respondents and analyzed using SmartPLS 2.0 M3. Results show that the intention to adopt Internet banking is mainly influenced by trust in the Internet banking services, followed by customers' counter-conformity motivation and performance expectancy. Social influence and trust in the physical bank, however, have indirect impacts on customers’ intention to adopt Internet banking. Effort expectancy has no effect on it.

Keywords: Internet banking adoption; Counter-conformity motivation; Social influence; Trust; Performance expectancy; Effort expectancy (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (33)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:28:y:2016:i:c:p:209-218

DOI: 10.1016/j.jretconser.2015.10.007

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