Predicting internet banking adoption in India: A perceived risk perspective

Sanjit Kumar Roy, M. S. Balaji, Ankit Kesharwani, Harjit Sekhon

Research output: Contribution to journalArticle

31 Citations (Scopus)
480 Downloads (Pure)

Abstract

The emergence of internet banking has transformed the banking systems across theglobe. As a channel to market, internet banking allows geographical constraints to beovercome by offering various products and services at lower customer costs. Anunderstanding of the factors influencing customer adoption of internet banking is bothrelevant and timely. This study integrates technology acceptance model and perceived risktheory in understanding internet banking acceptance among Indian bank account holders.Specifically, this study categorizes perceived risk as external risk and internal risk, andexamines its influence on customer beliefs and adoption of internet banking. Using two-steppredictive analytics of structural equation modeling and artificial neural network analysis, the270 responses reveal that both external risk and internal risk inhibit customer acceptance ofinternet banking. More importantly, neural network analysis reveals that perceived ease ofuse and external risk are two important factors determining how well internet banking isaccepted by customers. The implications of the study findings and future research directionsare presented. Publisher Statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Roy, SK, Balaji, MS, Kesharwani, A & Sekhon, H 2017, 'Predicting internet banking adoption in India: A perceived risk perspective' Journal of Strategic Marketing, vol 25, no. 5-6, pp. 418-438 on 16th March 2016, available online: http://www.tandfonline.com/10.1080/0965254X.2016.1148771
Original languageEnglish
Pages (from-to)418-438
Number of pages21
JournalJournal of Strategic Marketing
Volume25
Issue number5-6
Early online date16 Mar 2016
DOIs
Publication statusPublished - 2017

Bibliographical note

This is an Accepted Manuscript of an article published by Taylor & Francis in Roy, SK, Balaji, MS, Kesharwani, A & Sekhon, H 2017, 'Predicting internet banking adoption in India: A perceived risk perspective' Journal of Strategic Marketing, vol 25, no. 5-6, pp. 418-438 on 16th March 2016, available online: http://www.tandfonline.com/10.1080/0965254X.2016.1148771

Keywords

  • internet banking
  • perceived risk
  • technology acceptance model
  • Indian banking
  • attitude.

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