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Modelling internet banking adoption in Fiji: A developing country perspective

Sharma, Rashmini and Singh, Gurmeet and Sharma, Shavneet (2020) Modelling internet banking adoption in Fiji: A developing country perspective. International Journal of Information Management, 53 . p. 102116. ISSN 0268-4012

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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.

Item Type: Journal Article
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economics (FBE) > Graduate School of Business
Faculty of Business and Economics (FBE) > School of Management and Public Administration
Depositing User: Fulori Nainoca - Waqairagata
Date Deposited: 25 May 2020 00:47
Last Modified: 25 May 2020 00:47

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