Differencial Effect of E-Banking Services Determinants

This study proposes and empirically tests a research model regarding the use of electronic financial services based on the e-service acceptance model. The current study categorizes electronic financial services provided by banks into transaction-oriented services (TOS) and communication-oriented services (COS), in order to investigate the co-value creation phenomenon through customer participation. It is assumed that the antecedent variables in the previous studies may exert differential effects on the use behaviour of electronic services. The proposed model includes three Technology Readiness dimensions (discomfort, optimism, and insecurity), and two Technology acceptance constructs (perceived ease of use, perceived usefulness), as the antecedents to use of e-banking services. The proposed research model was tested against the data collected through a survey of service users who have experience with both TOS use and COS use. The key result is that the use behaviour of the different types of e-banking services is affected by different sets of factors: the use of TOS is found to be affected by perceived ease of use, perceived usefulness, and insecurity; whereas the use of COS is affected only by perceived ease of use.