ADOPTION OF ELECTRONIC BANKING: AN EXTENSION OF TECHNOLOGY ACCEPTANCE MODEL (TAM)

Granit Baca, Artan Hajdini and Shaqir Elezaj
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Granit Baca: Faculty of Economics, University of Prishtina
Artan Hajdini: Faculty of Economics, University of Prishtina
Shaqir Elezaj: University of Business and Technology, Prishtine, Kosovo

Ekonomski pregled, 2023, vol. 74, issue 6, 818-839

Abstract: This study aims to investigate the factors influencing behavioral intention to use e-banking services as well as the impact of awareness as an external variable on the technology acceptance model (TAM). The study is based on original information gathered from 206 respondents who live throughout Kosovo. Confirmatory Factor Analysis and Structural Equation Model were employed in the analysis, which was conducted using AMOS statistical software. As a result, it was found that customers of banking institutions are not sufficiently aware of the usefulness of e-banking services and the opportunities offered. Perceived ease of use, perceived usefulness, and attitude seem to influence the intention to use e-banking. Attitude was found as a major predictor of the intention to use. Various marketing campaigns from financial institutions should focus on educating people about the advantages of using e-banking, such as time savings, lower transaction costs, up-to-date customers, and other information. Likewise, to create other benefits for e-banking services, only then will consumers have positive attitudes and intentions to use these services.

Keywords: TAM; Awareness; E-Banking; Kosovo (search for similar items in EconPapers)
JEL-codes: G21 M11 M20 (search for similar items in EconPapers)
Date: 2023
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