Assessment of a Modified Teehnology Aeceptanee Model among E-banking Customers in Coimbatore City
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Date
2012
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Abstract
Financial liberalization and technology
revolution have allowed the developments of new and more
efficient delivery and processing channels as well as more
innovative products and services in banking industry. A
strategic challenge facing banking institutions today is the
growing and changing needs and expectations of consumers in
tandem with increased education levels and growing wealth.
Consumers are becoming increasingly discerning and have
become more involved in their financial decisions. This study
determines the factors influencing the consumer’s adoption of
e-banking in India and hence investigates the influence of
perceived usefulness, perceived ease of use and perceived risk
on use of e-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.