Factors affecting adoption of Internet Banking: A case study from India

The objective of this research is to find out the factors affectingadoption of Internet banking in India. The data is basedupon a survey of 150 bank customers using a conveniencesampling technique with the aid of a structured self-administeredquestionnaire. The research model was analyzed usingPartial Least Squares (PLS) analysis. The recommendedprocedures have been tested which is measurement modeland structural model. Perceived Usefulness, Perceived Easeof Use, Perceived Risk, Image, Results Demonstrability,Perceived Behavioral Control and Subjective Norm wereinfluence intention to use Internet banking. However, PerceivedEase of Use, Perceived Credibility and Computer SelfEfficacy were not influence intention to use Internet banking. The findings of this study are expected to be of great use tothe bank marketers. An understanding of the factors identifiedin this study allows bank managers to direct efforts andresources in the most effective and efficient way to increasebank business in the long run and encourage their bankcustomer’s to adopt Internet banking. Moreover, this papercontributes to the empirical literature of diffusion of financialinnovations, particularly Internet banking in a developingcountry, such as India.