Factors Affecting Continued Usage of Internet Banking Among Egyptian Customers

Factors Affecting Continued Usage of Internet Banking Among Egyptian Customers

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Factors Affecting Continued Usage of Internet Banking Among Egyptian Customers Communications of the IBIMA Volume 9, 2009 ISSN: 1943-7765 252 Factors Affecting Continued Usage of Internet Banking Among Egyptian Customers Dalia El- Kasheir, Faculty of Commerce –Alexandria University, Egypt,e-mail:dalia_elkachier@hotmail.com Ahmed S. Ashour, Faculty of Commerce –Alexandria University, Egypt, e-mail:igpc2003@yahoo.com Omneya M. Yacout, Faculty of Commerce –Alexandria University, Egypt,e-mail:omneya_m_yacout@yahoo.com Abstract This research aims to understand and explain customers continued intention to use internet banking in Egypt. The research starts with reviewing well-known theories of behavioural intentions such as the theory of reasoned action, the theory of planned behaviour, the theory of decomposed planned behaviour, the technology acceptance model ,and the diffusion of innovations theory as well as the use of these theories in self service technologies such as internet banking . By using a sample of users of internet banking services, perceived ease-of-use was found to be the strongest predictor of intentions to continued usage of internet banking services. Demographic variables had no significant effect on continued usage of internet banking services. Finally, perceived risk had no relationship with customer continued intention to use the service. The research concludes with study limitations and suggestions for future research. Keywords: Technology acceptance model, Diffusion of innovations, Self service technology, Internet banking 1. Introduction Traditionally, consumer behaviour was concerned with examining the different phases of consumer decision making starting from need recognition to information search to evaluation of alternatives, purchase and finally post consumption behaviour (Zeithmal and Bitner, 2003). Many theories have examined post consumption behaviour since consumer evaluation after consumption will determine his intentions to buy the product in the future .Two main perspectives appear in this respect .The diffusion of Innovations (DOI) perspective(Rogers,1995)investigated determinants of information system adoption and usage, such as: innovation characteristics, individual adopter characteristics, and information sources and communication. The second perspective includes other theories that examined the behavioural intentions as consequences of consumer psychological processes such as attitudes, social norms and perceived behavioural control. These theories include the theory of reasoned action (Fishbein and Ajzen, 1975; 1980), the theory of planned behaviour (Ajzen, 1991), the decomposed theory of planned behaviour (Taylor and Todd, 1995), and finally, the technology acceptance model (Davis, 1989; Davis, Bagozzi and Warshaw, 1989; Mathieson, 1991). Recently, the applicability of these models to self
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This note was uploaded on 04/21/2011 for the course BUSINESS AAF001-1 taught by Professor Dr.tony during the Spring '11 term at University of Bedfordshire.

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Factors Affecting Continued Usage of Internet Banking Among Egyptian Customers

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