Modelling internet banking adoption in Fiji: A developing country perspective |
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| Institution: | 1. MIS Area, Indian Institute of Management, Tiruchirappalli, India;2. School of Management, Gautam Buddha University, Greater Noida, UP, India;1. Department of Computer Information Systems and Operations Management, Ball State University, 2000 W University Ave, Muncie, IN 47306, USA;2. College of Business and Entrepreneurship, University of Texas Rio Grande Valley, Edinburg, TX 78539, USA;1. Dokuz Eylul University, Faculty of Science, Department of Statistics, Tinaztepe Campus, 35160, Buca, Izmir, Turkey;2. Dokuz Eylul University, Faculty of Science, Department of Statistics, Tinaztepe Campus, 35390, Buca, Izmir, Turkey |
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| Abstract: | The purpose of this study is to investigate the behavioral intention to adopt internet banking (IB) by individuals under the influence of user espoused cultural values in Fiji. A conceptual framework is developed by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) model, incorporating customer satisfaction and perceived risk constructs and cultural moderators of individualism and uncertainty avoidance. This research adopts a quantitative approach and collects data from 530 respondents. The proposed model is tested using structural equation modelling. The empirical results obtained suggest that IB adoption is positively influenced by the levels of performance expectancy, effort expectancy, social influence and facilitating conditions while perceived risk negatively influences IB usage intention. IB intention was found to positively impact usage behavior which ultimately impacts customer satisfaction. This study also reveals that uncertainty avoidance dampens the influence of performance expectancy and facilitating conditions on IB adoption intention. The study highlights the importance of individual’s cultural values in promoting IB adoption. It contributes to the literature by extending and testing a comprehensive research model to better understand IB behavior. |
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| Keywords: | Internet banking UTAUT Perceived risk Customer satisfaction Behavioral intention Usage behavior Culture Fiji |
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