Understanding Behavioral Intentions: How Customers Decide to Adopt Internet Banking in Bangladesh

https://doi.org/10.35912/amor.v6i2.2402
Published: Nov 14, 2024

Abstract:

Purpose: In the arena of digital banking, internet banking has become a hotcake. As internet banking becomes an increasingly integral component of the financial services sector, understanding the determinants that drive or inhibit its adoption among active customers is crucial for both banks and policymakers.

Research Methodology: The research employs a quantitative. A structured questionnaire were used to collect data from the customers, focusing on key constructs such as technological device self-efficacy (TSE), user-friendly (UF), beneficial (B) , security concerns (SC), features of the apps (FA), trust, social influence (SI). In this study answer sheets were provided to 350 banking service consumers out of which only 174 answered the questions. After discarding the incomplete answer sheets, a total of 146 were found suitable for the study. Statistical analyses, including descriptive analysis, correlation analysis and multiple regression, are applied to identify and quantify the relationships between these factors and behavioral intentions.

Results: According to the findings, the intention of users to use internet banking services in Bangladesh was significantly predicted by the user-friendly (B = 0.708, t = 5.585; p < 0.000) and features of the applications (B = 0.392, t = 2.443; p < 0.016). On the other hand, in Bangladesh, the behavioral intention to use internet banking is most significantly impacted by user friendly.

Limitations: The study is only geographically focused on Bangladesh and may ignore the influence of external factors (such as regulatory changes and economic fluctuations), which may significantly influence consumer adoption decisions.

Contribution: The study will contribute to the academic literature by extending the existing theories of technology adoption in the context of internet banking in Bangladesh. The findings of this study will assist strategic decisions, policy formulation, and initiatives to promote greater adoption and effective use of Internet banking services.

Keywords:
1. Internet Banking
2. Behavioral Intentions
3. Technology Adoption
4. Multiple Regression Model
Authors:
1 . Bipul Kumar Sarker
Habibullah Bahar College
2 . Debobrota Kumar Sarker
South Asia Research & Corporate Advisory Ltd, Bangladesh
3 . Shompa Rani Shaha
South Asia Research & Corporate Advisory Ltd, Bangladesh
4 . Deepongkar Saha
South Asia Research & Corporate Advisory Ltd, Bangladesh
5 . Saurav Sarker
South Asia Research & Corporate Advisory Ltd, Bangladesh
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How to Cite
Sarker, B. K., Sarker, D. K., Shaha, S. R., Saha, D., & Sarker, S. (2024). Understanding Behavioral Intentions: How Customers Decide to Adopt Internet Banking in Bangladesh. Annals of Management and Organization Research, 6(2), 153–166. https://doi.org/10.35912/amor.v6i2.2402
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Issue & Section
Vol. 6 No. 2 (2024): November
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Al-Saedi, K., & Al-Emran, M. (2021). A systematic review of mobile payment studies from the lens of the UTAUT model. Recent advances in technology acceptance models and theories, 79-106.

    Albort-Morant, G., Sanchís-Pedregosa, C., & Paredes Paredes, J. R. (2022). Online banking adoption in Spanish cities and towns. Finding differences through TAM application. Economic Research-Ekonomska Istraživanja, 35(1), 854-872.

    Alhassany, H., & Faisal, F. (2018). Factors influencing the internet banking adoption decision in North Cyprus: an evidence from the partial least square approach of the structural equation modeling. Financial Innovation, 4, 1-21.

    Alnaser, F., Ghani, M., Rahi, S., Mansour, M., & Abed, H. (2017). The Influence of Services Marketing Mix (7 Ps.) and Subjective Norms on Customer's Satisfaction in Islamic Banks of Palestine. European Journal of Business and Management, 9.

    Apuke, O. D., & Omar, B. (2021). Fake news and COVID-19: modelling the predictors of fake news sharing among social media users. Telematics and Informatics, 56, 101475.

    Bello-Pintado, A., Kaufmann, R., & Merino Diaz de Cerio, J. (2018). Firms’ entrepreneurial orientation and the adoption of quality management practices: Empirical evidence from a Latin American context. International Journal of Quality & Reliability Management, 35(9), 1734-1754.

    Chaouali, W., Yahia, I. B., & Souiden, N. (2016). The interplay of counter-conformity motivation, social influence, and trust in customers' intention to adopt Internet banking services: The case of an emerging country. Journal of Retailing and Consumer Services, 28, 209-218.

    Chong, A. Y. L., Ooi, K. B., Lin, B., & Tan, B. I. (2010). Online banking adoption: an empirical analysis. International Journal of Bank Marketing, 28(4), 267-287.

    Demirgüç-Kunt, A., Pedraza, A., & Ruiz-Ortega, C. (2021). Banking sector performance during the COVID-19 crisis. Journal of Banking & Finance, 133, 106305.

    Field, A. (2005). Discovering statistics using SPSS Sage Publications.

    Govender, J. P. (2013). The adoption of Internet banking in a developing economy. Journal of Economics and Behavioral Studies, 5(8), 496-504.

    Hamakhan, Y. T. M. (2020). The effect of individual factors on user behaviour and the moderating role of trust: an empirical investigation of consumers’ acceptance of electronic banking in the Kurdistan Region of Iraq. Financial Innovation, 6(1), 43.

    Indrasari, A., Nadjmie, N., & Endri, E. (2022). Determinants of satisfaction and loyalty of e-banking users during the COVID-19 pandemic. International Journal of Data and Network Science, 6(2), 497-508.

    Islam, A. N., Laato, S., Talukder, S., & Sutinen, E. (2020). Misinformation sharing and social media fatigue during COVID-19: An affordance and cognitive load perspective. Technological Forecasting and Social Change, 159, 120201.

    Kesharwani, A., & Singh Bisht, S. (2012). The impact of trust and perceived risk on internet banking adoption in India: An extension of technology acceptance model. International Journal of Bank Marketing, 30(4), 303-322.

    Keskar, M. Y., & Pandey, N. (2018). Internet banking: a review (2002–2016). Journal of Internet Commerce, 17(3), 310-323.

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    Kumar, R., Sachan, A., & Kumar, R. (2020). The impact of service delivery system process and moderating effect of perceived value in internet banking adoption. Australasian Journal of Information Systems, 24.

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    Mutahar, A. M., Daud, N. M., Ramayah, T., Isaac, O., & Aldholay, A. H. (2018). The effect of awareness and perceived risk on the technology acceptance model (TAM): mobile banking in Yemen. International Journal of Services and Standards, 12(2), 180-204.

    Nabavi, A., Taghavi-Fard, M. T., Hanafizadeh, P., & Taghva, M. R. (2016). Information technology continuance intention: A systematic literature review. International Journal of E-Business Research (IJEBR), 12(1), 58-95.

    Naeem, M., & Ozuem, W. (2021). The role of social media in internet banking transition during COVID-19 pandemic: Using multiple methods and sources in qualitative research. Journal of Retailing and Consumer Services, 60, 102483.

    Nasri, W. (2011). Factors influencing the adoption of internet banking in Tunisia. International journal of business and management, 6(8), 143-160.

    Patel, K. J., & Patel, H. J. (2018). Adoption of internet banking services in Gujarat: An extension of TAM with perceived security and social influence. International Journal of Bank Marketing, 36(1), 147-169.

    Pervin, T., & Sarker, B. K. (2021). The evolution and prospect of agent banking in Bangladesh: A study based on Bangladesh banking sectors. Journal of Business Management and Economic Research, 5(4), 121-134.

    Prentice, C., Chen, J., & Stantic, B. (2020). Timed intervention in COVID-19 and panic buying. Journal of Retailing and Consumer Services, 57, 102203.

    Rahi, S., & Abd Ghani, M. (2016). Customer's perception of public relation in e-commerce and its impact on e-loyalty with brand image and switching cost. Journal of Internet Banking and Commerce, 21(3), 1.

    Rahi, S., & Abd. Ghani, M. (2019). Integration of DeLone and McLean and self-determination theory in internet banking continuance intention context. International Journal of Accounting & Information Management, 27(3), 512-528.

    Rahi, S., Ghani, M., Alnaser, F., & Ngah, A. (2018). Investigating the role of unified theory of acceptance and use of technology (UTAUT) in internet banking adoption context. Management Science Letters, 8(3), 173-186.

    Rahi, S., Ghani, M. A., & Ngah, A. H. (2020). Factors propelling the adoption of internet banking: the role of e-customer service, website design, brand image and customer satisfaction. International Journal of Business Information Systems, 33(4), 549-569.

    Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020). Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model. The TQM Journal, 32(6), 1443-1466.

    Rehman, Z. U., Baharun, R., & Salleh, N. Z. M. (2020). Antecedents, consequences, and reducers of perceived risk in social media: A systematic literature review and directions for further research. Psychology & Marketing, 37(1), 74-86.

    Ricardianto, P., Soekirman, A., Pribadi, O., Atmaja, D., Suryobuwono, A., Ikawati, I., . . . Endri, E. (2023). Perceived of ease of use and usefulness: Empirical evidence of behavioral intention to use QR code technology on Indonesian commuter lines. International Journal of Data and Network Science, 7(4), 1815-1828.

    Riffai, M., Grant, K., & Edgar, D. (2012). Big TAM in Oman: Exploring the promise of on-line banking, its adoption by customers and the challenges of banking in Oman. International Journal of Information Management, 32(3), 239-250.

    Rod, M., Ashill, N. J., Shao, J., & Carruthers, J. (2009). An examination of the relationship between service quality dimensions, overall internet banking service quality and customer satisfaction: A New Zealand study. Marketing Intelligence & Planning, 27(1), 103-126.

    Rouibah, K., Thurasamy, R., & May, O. S. (2009). User acceptance of Internet banking in Malaysia: test of three competing models. International Journal of E-Adoption (IJEA), 1(1), 1-19.

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    Shih, Y. Y., & Fang, K. (2004). The use of a decomposed theory of planned behavior to study Internet banking in Taiwan. Internet research, 14(3), 213-223.

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    Xue, M., Hitt, L. M., & Chen, P.-y. (2011). Determinants and outcomes of internet banking adoption. Management Science, 57(2), 291-307.

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    Zolait, A. H. S. (2010). An examination of the factors influencing Yemeni Bank users’ behavioural intention to use Internet banking services. Journal of Financial Services Marketing, 15, 76-94.

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  2. Al-Saedi, K., & Al-Emran, M. (2021). A systematic review of mobile payment studies from the lens of the UTAUT model. Recent advances in technology acceptance models and theories, 79-106.
  3. Albort-Morant, G., Sanchís-Pedregosa, C., & Paredes Paredes, J. R. (2022). Online banking adoption in Spanish cities and towns. Finding differences through TAM application. Economic Research-Ekonomska Istraživanja, 35(1), 854-872.
  4. Alhassany, H., & Faisal, F. (2018). Factors influencing the internet banking adoption decision in North Cyprus: an evidence from the partial least square approach of the structural equation modeling. Financial Innovation, 4, 1-21.
  5. Alnaser, F., Ghani, M., Rahi, S., Mansour, M., & Abed, H. (2017). The Influence of Services Marketing Mix (7 Ps.) and Subjective Norms on Customer's Satisfaction in Islamic Banks of Palestine. European Journal of Business and Management, 9.
  6. Apuke, O. D., & Omar, B. (2021). Fake news and COVID-19: modelling the predictors of fake news sharing among social media users. Telematics and Informatics, 56, 101475.
  7. Bello-Pintado, A., Kaufmann, R., & Merino Diaz de Cerio, J. (2018). Firms’ entrepreneurial orientation and the adoption of quality management practices: Empirical evidence from a Latin American context. International Journal of Quality & Reliability Management, 35(9), 1734-1754.
  8. Chaouali, W., Yahia, I. B., & Souiden, N. (2016). The interplay of counter-conformity motivation, social influence, and trust in customers' intention to adopt Internet banking services: The case of an emerging country. Journal of Retailing and Consumer Services, 28, 209-218.
  9. Chong, A. Y. L., Ooi, K. B., Lin, B., & Tan, B. I. (2010). Online banking adoption: an empirical analysis. International Journal of Bank Marketing, 28(4), 267-287.
  10. Demirgüç-Kunt, A., Pedraza, A., & Ruiz-Ortega, C. (2021). Banking sector performance during the COVID-19 crisis. Journal of Banking & Finance, 133, 106305.
  11. Field, A. (2005). Discovering statistics using SPSS Sage Publications.
  12. Govender, J. P. (2013). The adoption of Internet banking in a developing economy. Journal of Economics and Behavioral Studies, 5(8), 496-504.
  13. Hamakhan, Y. T. M. (2020). The effect of individual factors on user behaviour and the moderating role of trust: an empirical investigation of consumers’ acceptance of electronic banking in the Kurdistan Region of Iraq. Financial Innovation, 6(1), 43.
  14. Indrasari, A., Nadjmie, N., & Endri, E. (2022). Determinants of satisfaction and loyalty of e-banking users during the COVID-19 pandemic. International Journal of Data and Network Science, 6(2), 497-508.
  15. Islam, A. N., Laato, S., Talukder, S., & Sutinen, E. (2020). Misinformation sharing and social media fatigue during COVID-19: An affordance and cognitive load perspective. Technological Forecasting and Social Change, 159, 120201.
  16. Kesharwani, A., & Singh Bisht, S. (2012). The impact of trust and perceived risk on internet banking adoption in India: An extension of technology acceptance model. International Journal of Bank Marketing, 30(4), 303-322.
  17. Keskar, M. Y., & Pandey, N. (2018). Internet banking: a review (2002–2016). Journal of Internet Commerce, 17(3), 310-323.
  18. Kingshott, R. P., Sharma, P., & Chung, H. F. (2018). The impact of relational versus technological resources on e-loyalty: A comparative study between local, national and foreign branded banks. Industrial marketing management, 72, 48-58.
  19. Kumar, M., Sujit, K. S., & Charles, V. (2018). Deriving managerial implications through SERVQUAL gap elasticity in UAE banking. International Journal of Quality & Reliability Management, 35(4), 940-964.
  20. Kumar, R., Sachan, A., & Kumar, R. (2020). The impact of service delivery system process and moderating effect of perceived value in internet banking adoption. Australasian Journal of Information Systems, 24.
  21. Laato, S., Islam, A. N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102224.
  22. Lee, K. C., & Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective. Interacting with computers, 21(5-6), 385-392.
  23. Li, H., & Suomi, R. (2009). A proposed scale for measuring e-service quality. International Journal of u-and e-Service, Science and Technology, 2(1), 1-10.
  24. Lin, F.-T., Wu, H.-Y., & Tran, T. N. N. (2015). Internet banking adoption in a developing country: an empirical study in Vietnam. Information Systems and e-Business Management, 13, 267-287.
  25. Martins, C., Oliveira, T., & Popovi?, A. (2014). Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application. International Journal of Information Management, 34(1), 1-13.
  26. Mutahar, A. M., Daud, N. M., Ramayah, T., Isaac, O., & Aldholay, A. H. (2018). The effect of awareness and perceived risk on the technology acceptance model (TAM): mobile banking in Yemen. International Journal of Services and Standards, 12(2), 180-204.
  27. Nabavi, A., Taghavi-Fard, M. T., Hanafizadeh, P., & Taghva, M. R. (2016). Information technology continuance intention: A systematic literature review. International Journal of E-Business Research (IJEBR), 12(1), 58-95.
  28. Naeem, M., & Ozuem, W. (2021). The role of social media in internet banking transition during COVID-19 pandemic: Using multiple methods and sources in qualitative research. Journal of Retailing and Consumer Services, 60, 102483.
  29. Nasri, W. (2011). Factors influencing the adoption of internet banking in Tunisia. International journal of business and management, 6(8), 143-160.
  30. Patel, K. J., & Patel, H. J. (2018). Adoption of internet banking services in Gujarat: An extension of TAM with perceived security and social influence. International Journal of Bank Marketing, 36(1), 147-169.
  31. Pervin, T., & Sarker, B. K. (2021). The evolution and prospect of agent banking in Bangladesh: A study based on Bangladesh banking sectors. Journal of Business Management and Economic Research, 5(4), 121-134.
  32. Prentice, C., Chen, J., & Stantic, B. (2020). Timed intervention in COVID-19 and panic buying. Journal of Retailing and Consumer Services, 57, 102203.
  33. Rahi, S., & Abd Ghani, M. (2016). Customer's perception of public relation in e-commerce and its impact on e-loyalty with brand image and switching cost. Journal of Internet Banking and Commerce, 21(3), 1.
  34. Rahi, S., & Abd. Ghani, M. (2019). Integration of DeLone and McLean and self-determination theory in internet banking continuance intention context. International Journal of Accounting & Information Management, 27(3), 512-528.
  35. Rahi, S., Ghani, M., Alnaser, F., & Ngah, A. (2018). Investigating the role of unified theory of acceptance and use of technology (UTAUT) in internet banking adoption context. Management Science Letters, 8(3), 173-186.
  36. Rahi, S., Ghani, M. A., & Ngah, A. H. (2020). Factors propelling the adoption of internet banking: the role of e-customer service, website design, brand image and customer satisfaction. International Journal of Business Information Systems, 33(4), 549-569.
  37. Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020). Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model. The TQM Journal, 32(6), 1443-1466.
  38. Rehman, Z. U., Baharun, R., & Salleh, N. Z. M. (2020). Antecedents, consequences, and reducers of perceived risk in social media: A systematic literature review and directions for further research. Psychology & Marketing, 37(1), 74-86.
  39. Ricardianto, P., Soekirman, A., Pribadi, O., Atmaja, D., Suryobuwono, A., Ikawati, I., . . . Endri, E. (2023). Perceived of ease of use and usefulness: Empirical evidence of behavioral intention to use QR code technology on Indonesian commuter lines. International Journal of Data and Network Science, 7(4), 1815-1828.
  40. Riffai, M., Grant, K., & Edgar, D. (2012). Big TAM in Oman: Exploring the promise of on-line banking, its adoption by customers and the challenges of banking in Oman. International Journal of Information Management, 32(3), 239-250.
  41. Rod, M., Ashill, N. J., Shao, J., & Carruthers, J. (2009). An examination of the relationship between service quality dimensions, overall internet banking service quality and customer satisfaction: A New Zealand study. Marketing Intelligence & Planning, 27(1), 103-126.
  42. Rouibah, K., Thurasamy, R., & May, O. S. (2009). User acceptance of Internet banking in Malaysia: test of three competing models. International Journal of E-Adoption (IJEA), 1(1), 1-19.
  43. Sarker, B. K., Sarker, D. K., Shaha, S. R., Saha, D., & Sarker, S. (2024). The Effect of Mobile Banking on the Financial Performance of Commercial Banks in Bangladesh. International Journal of Research and Scientific Innovation (IJRSI) , XI(IX), 482–494. https://doi.org/10.51244/IJRSI.2024.1109045
  44. Samar, S., Ghani, M., & Alnaser, F. (2017). Predicting customer’s intentions to use internet banking: the role of technology acceptance model (TAM) in e-banking. Management Science Letters, 7(11), 513-524.
  45. Shahzad, F., Xiu, G., & Shahbaz, M. (2017). Organizational culture and innovation performance in Pakistan's software industry. Technology in society, 51, 66-73.
  46. Sharma, R., Singh, G., & Sharma, S. (2020). Modelling internet banking adoption in Fiji: A developing country perspective. International Journal of Information Management, 53, 102116.
  47. Shih, Y. Y., & Fang, K. (2004). The use of a decomposed theory of planned behavior to study Internet banking in Taiwan. Internet research, 14(3), 213-223.
  48. Tam, C., & Oliveira, T. (2016). Understanding the impact of m-banking on individual performance: DeLone & McLean and TTF perspective. Computers in human behavior, 61, 233-244.
  49. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
  50. Xue, M., Hitt, L. M., & Chen, P.-y. (2011). Determinants and outcomes of internet banking adoption. Management Science, 57(2), 291-307.
  51. Yuan, Y., Lai, F., & Chu, Z. (2019). Continuous usage intention of Internet banking: a commitment-trust model. Information Systems and e-Business Management, 17, 1-25.
  52. Yuen, Y. Y., Yeow, P. H., & Lim, N. (2015). Internet banking acceptance in the United States and Malaysia: a cross-cultural examination. Marketing Intelligence & Planning, 33(3), 292-308.
  53. Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in human behavior, 26(4), 760-767.
  54. Zolait, A. H. S. (2010). An examination of the factors influencing Yemeni Bank users’ behavioural intention to use Internet banking services. Journal of Financial Services Marketing, 15, 76-94.