The Customers' Intention to use the Internet Banking Service Unified Theory of Acceptance and Use of Technology Perspective

Abstract

Due to exponential growth of information technology, Internet Banking (IB) services received recognition as one of the major delivery channels of the banks. In Sri Lankan context, banks are investing substantially on information technology and IB improving their value addition to the respective customers. However, it was apparent that the level of IB adoption among customers at the lowest, when compared to some developed and developing countries. National Savings Bank (NSB) being the third largest state bank of the country, facing the same problem in recent years. Thus, the objective of this study is to identify the factors influencing on customer intention to use IB services of NSB. Conceptual framework has been developed based on Extended Unified Theory of Acceptance and Use of Technology model (UTAUT2). This study employed the survey approach to collect data where data were collected from 272 NSB banking customers who maintain their accounts with the branches located in Colombo City. Multiple regression analysis was used to test the hypotheses. Results revealed that six variables out of eight, performance expectancy, facilitating conditions, Social Influence, price value, habit and trust are the most significant factors, determining intention to use of IB services of NSB. It also demonstrated that the unified model of technology acceptance established in the developed countries can be transferred to developing countries with varying degrees of explanation power.