Determinants of user adoption of web ''Automatic Teller Machines': an integrated model of 'Transaction Cost Theory' and 'Innovation Diffusion Theory'

Yi-Shun Wang, Shun-Cheng Wu, Hsin-Hui Lin, Yu-Min Wang and Ting-Rong He

The Service Industries Journal, 2010, vol. 32, issue 9, 1505-1525

Abstract: With the initial success of the traditional Internet banking, several banks in Taiwan have been transferring their attention to implementing Web automatic teller machines (Web ATMs). Due to the multi-channel nature of online banking services and the difference in equipment requirement between the traditional Internet banking and Web ATM, users' adoption of traditional Internet banking does not promise their adoption of Web ATM. Thus, this study explores the factors influencing the usage behaviour of Web ATM by integrating the innovation diffusion theory and transaction cost theory. Data collected from 285 respondents in Taiwan are tested against the research model using discriminant analysis. The results indicate that perceived relative advantage, perceived complexity, perceived compatibility, perceived uncertainty, and perceived transaction frequency are salient determinants of user adoption of Web ATM. The findings of this study provide several important implications for Web ATM adoption research and practice.

Date: 2010
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DOI: 10.1080/02642069.2010.531271

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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