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Browsing Conference proceedings by Author "Geetha, K T"

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    fEmpirical Assessment of a Modified Technology Acceptance Model Emerging Economy: An Assessment from the Perspective of Indian Consumers”
    (2011) Malarvizhi, V; Geetha, K T
    Information technology Services is considered as the key driver for the changes taking place around the world. The shift from the formal banking to e-banking has been a 'leap' change. This smdy determines the factors influencing the consumer’s adoption of c-banking in India and hence investigates the influence of perceived usefulness, perceived ease of use and perceived risk on use of c-banking. It is an essential part of a bank’s strategy formulation process in an emerging economy like India. Survey based questionnaire design with empirical test was carried out, The results have supported the hypothesis that banks need to highlight the benefits of e-banking, make it easy to use, and enhance its security to improve consumers’ trust.