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Integration of UTAUT model in internet banking adoption context: The mediating role of performance expectancy and effort expectancy

Samar Rahi (Hailey College of Banking and Finance, University of the Punjab, Lahore, Pakistan)
Majeed Mustafa Othman Mansour (Marketing, Arab American University, Ramallah, Palestine)

Majeed Mustafa Othman Mansour is currently working in Arab American University in Palestine with focus in International Marketing and E-Marketing in Banking Sector. He holds a PhD in International Marketing from the University of Rajasthan Jaipur India. He has worked at the Al Najah National University for more than 20 years as an Associate Professor at the Faculty of Economics and Business. He has published several papers in marketing, e-banking services quality, leadership and management, and strategic planning.

Mahmoud Alghizzawi (Faculty of Economics and Management Sciences, Universiti Sultan Zainal Abidin, Kuala Terengganu, Malaysia)
Feras Mi Alnaser (Faculty of Economics and Management Sciences, Universiti Sultan Zainal Abidin, Kuala Terengganu, Malaysia)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 25 September 2019

Issue publication date: 26 September 2019

Abstract

Purpose

Technology acceptance, especially internet banking adoption, has become a vital issue in the business world today. The potential of this technology is enormous. The purpose of this study is to ascertain determinants of internet banking adoption using unified theory of acceptance and use of technology (UTAUT) and electronic service (e-service) quality, which accounts for changes in user’s intention to adopt internet banking.

Design/methodology/approach

The authors collected data from customers of commercial banks using structured questionnaires. The data were collected in four weeks in the beginning of September 2017. A two-stage approach of confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used for data analysis.

Findings

The results reveal that integrated UTAUT model had significant influence on user intention to adopt internet banking. Findings of the SEM indicated that approximately 80 per cent of the variance in user intention to adopt internet banking was accounted by predictors. The study schematized that assurance is the most influential factor among all other technology and service quality factors. Additionally, performance expectancy and effort expectancy were found to be positive and significant mediator variables among website design, customer service and customer’s intention to adopt internet banking.

Practical implications

It is recommended that both website designers and managers should focus on technology and service quality factors to boost the confidence of internet banking users. Importance performance matrix analysis suggested that managers should provide assurance to internet banking users, so that they could maintain a long-term relationship with internet banking services. The study calls researchers to test the integrated UTAUT model in other electronic commerce (e-commerce) domains such as online booking or online shopping websites.

Originality/value

To the best of author’s knowledge, this study is the first that extend the UTAUT model with four e-service quality dimensions, namely, website design, customer service, assurance and reliability to investigate user’s intention to adopt internet banking in developing country context of Pakistan. More importantly, the mediating role of performance expectancy and effort expectancy is examined first time within integrated UTAUT model. Furthermore, the integration of UTAUT model contributes to the advancement of internet banking acceptance and offers useful insights to researchers and policy-makers on how to enhance internet banking acceptance among customers of commercial banks.

Keywords

Citation

Rahi, S., Othman Mansour, M.M., Alghizzawi, M. and Alnaser, F.M. (2019), "Integration of UTAUT model in internet banking adoption context: The mediating role of performance expectancy and effort expectancy", Journal of Research in Interactive Marketing, Vol. 13 No. 3, pp. 411-435. https://doi.org/10.1108/JRIM-02-2018-0032

Publisher

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Emerald Publishing Limited

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