Résumé :

The banking sector has evolved in information technology for their internal and external business operations. In effect, user acceptance of internet banking is considered as one of the most fundamental issue in banking sector.
In order to identify which factors affect user intention to adopt internet banking, this study develops an amalgamated model based on technology and social psychological literature. The research model was empirically tested using 398 responses from customers of commercial banks. Data was analyzed using structural equation modeling (SEM). The results of this study provided theoretical and empirical support for newly developed
integrated model. Importance performance matrix analysis (IPMA) revealed that assurance is the most influential factor among all others to determine user’s intention to adopt internet banking. These findings provide valuable insight to marketers and managers to understand customer behavior towards adoption of technology, especially in emerging e-payment domain. To the best of our knowledge, this is the first study that investigates internet banking adoption issues with integrated technology model (UTAUT & E-SQ) in South Asia.
Finally the study calls for researchers to use current integrated model in other e-commerce domains such as online shopping websites to establish the external validity of the model.

Conclusion :

The current study proposed an integrated model UTAUT & E-SQ to investigate user behaviors towards adoption of internet banking. In line with study objectives, the proposed integrated model has direct and positive impact on user intention. This study identified determinants of user beliefs in internet banking adoption context such as website design,
assurance customer service, reliability, performance expectancy, effort expectancy, social influence, and facilitating condition. The results of the structural equation modeling revealed that both website design and customer service have significant influence on performance
expectancy and effort expectancy. Previous studies have claimed that performance expectancy and effort expectancy are the most important determinants to accept internet banking. Therefore, a little has been discussed about the antecedents of performance expectancy and effort expectancy. This study has revealed that website design and customer service are the key factors that enhance users performance expectancy
and effort expectancy towards use of internet banking technology.

These findings demonstrated the success of the proposed integrated model in achieving the objectives of the current study. The findings emanating from current research suggested that there is the need for future research. First, this study integrates UTAUT model with e-service quality to understand user intention towards adoption of internet banking. Therefore, several beneficial areas remain to be explored in other online technology acceptance to investigate customer behavior in online shopping. Second, this study has used intention to adopt as dependent variable to measure the acceptance of internet banking, consistent with prior research Chaouali et al. [51]; Morosan and DeFranco [45]. Therefore, future research may be conducted with actual usage of internet banking instead of intention to adopt. Furthermore, prospect exists for future studies to examine how the newly integrated (UTAUT+E-SQ) model affect the relationship of the constructs put across in this study in other cultural settings. Thus, applying this model to other Asian countries might be interesting.

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