Internet Banking and Customers' Acceptance in Jordan: The Unified Model's Perspective

Internet banking in Jordan has developed rapidly since the year 2001 as most of the Jordanian banks have adopted some form of Internet usage and launched websites to serve their customers. Such efforts will not be successful without customers accepting Internet banking. The study added to the body of knowledge in the technology acceptance domain by testing and validating the Unified Theory of Acceptance and Use of Technology. This study extends the model by adding personality dimensions and validates two relationships that were suggested in previous literature (the influence of performance expectancy in mediating the relationship between effort expectancy and social influence and behavioral intention). This study explores the individuals' Internet banking acceptance using multiple regression. The population of the study was "counter bank customers" sampled in three Jordanian banks and in three major cities in the country. The model proposed is a comprehensive model with ten independent variables and one dependent variable. The study involved translating the instrument to Arabic and using it to explore the hypothesized relationships. The results of the study indicated a support of the UTAUT with respect to the predictors' effect on behavioral intentions, and a partial support in the moderation effect. Also, the hypothesized mediation effect was supported for both relationships (effort expectancy and social influence and their relationship to behavioral intention). The proposed model of this study supported the influence of performance expectancy, social influence, self-efficacy, perceived trust and locus of control on Jordanian's intentions to use Internet banking. Part of these relationships was moderated by gender, age, education and experience. Effort expectancy (part of the UTAUT), perceived facilitating conditions, anxiety, personal innovativeness and perceived risk were not significant in predicting behavioral intention. Finally, this study developed an Arabic instrument that can be used in future research in the area of technology acceptance and with acceptable level of reliability. Implications for research and practice, limitations, future research, and conclusions are discussed at the end of the study.

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