Incorporating the Innovation Attributes Introduced by Rogers’Theory into Theory of Reasoned

Incorporating the Innovation Attributes Introduced by Rogers’Theory into Theory of Reasoned

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Vol. 1, No. 1 Computer and Information Science 36 Incorporating the Innovation Attributes Introduced by Rogers’ Theory into Theory of Reasoned Action: An Examination of Internet Banking Adoption in Yemen Ali Hussein Saleh Zolait Faculty of Business and Accountancy, Department of Business Sana’a University – Amran University Branch P.O. Box 41000, Khamer, Republic of Yemen Tel: 967-01-228795 E-mail: alicomyemen@yahoo.com Ainin Sulaiman Faculty of Business & Accountancy, University of Malaya 50603 Kuala Lumpur, Malaysia Tel: 603-79673800 E-mail: ainins@um.edu.my Abstract The causal/effect of seven salient beliefs and an individual’s attitude and norms, all of which lead to form a person’s Behavioural Intention (BI), are not well documented in the context of Internet Banking (IB). The attitudinal belief, represented by five innovation attributes, together with the normative belief, represented by two types of interaction channels, were extracted in accordance with Rogers’ (1995) and Ajzen’s (1991) theories and literature. The study proposes a conceptual framework of an individual’s behavioural intention determinants to adopt IB and tests it using a path analysis of the Ordinary Least Squares (OLS). The results support the argument that attitude, relative advantage/compatibility, observability, ease of use and mass media interaction are the key determinants of BI to use IB. Keywords: Internet Banking, Behavioural Intention, Attitude, Norms, Theory of Reasoned Action, Developing Countries 1. Introduction The consumers' adoption of Internet banking (IB) has received wide attention from researchers in different contexts such as Black et al. (2001), Polatoglu & Ekin (2001), Tan & Teo (2000) among others. Also, incorporating the Theory of Reasoned Action (TRA) and the Diffusion of Innovation (DOI) theory is a new research practice. Therefore, this study examines the determinants of IB in light of both Rogers' (1995) and Ajzen & Fishbein’s (1980) theories in an integrated model. Rogers (1995) suggested five important characteristics of an innovation that influences its adoption. These are relative advantage, compatibility, complexity, observability and trialability. Taylor and Todd (1995) utilized these attributes as indicators of attitude in TPB. More to the point, Rogers (1995) suggested two types of interaction channels that accelerate the diffusion of innovation. These are word-of-mouth (WOM) and mass media (MM) interaction. Previous adoption studies that utilized the Theory of Reasoned Action (TRA) used the word-of-mouth referent but not that of mass media (Taylor and Todd, 1995). This study has expanded upon the types of referent describing the normative belief of an innovation, which may be assumed to affect its adoption.
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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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Incorporating the Innovation Attributes Introduced by Rogers’Theory into Theory of Reasoned

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