Résumé :

The purpose of this study is to investigate the behavioral intention to adopt internet banking (IB) by individuals under the influence of user espoused cultural values in Fiji. A conceptual framework is developed by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) model, incorporating customer satisfaction and perceived risk constructs and cultural moderators of individualism and uncertainty avoidance. This research adopts a quantitative approach and collects data from 530 respondents. The proposed model is tested using structural equation modelling. The empirical results obtained suggest that IB adoption is positively influenced by the levels of performance expectancy, effort expectancy, social influence and facilitating conditions while perceived risk negatively influences IB usage intention. IB intention was found to positively impact usage behavior
which ultimately impacts customer satisfaction. This study also reveals that uncertainty avoidance dampens the influence of performance expectancy and facilitating conditions on IB adoption intention. The study highlights the importance of individual’s cultural values in promoting IB adoption. It contributes to the literature by extending and testing a comprehensive research model to better understand IB behavior.

Mots-clés : Internet banking, UTAUT, perceived risk, customer satisfaction, behavioral intention, usage behavior, culture, Fiji.

Conclusion :

This study was carried out with the goal of identifying and examining factors that impact customers’ intention to adopt IB from a developing country perspective. It extends the UTAUT model with the addition of PR, CS and Hofstede’s cultural dimensions of IDV and UA constructs. Despite Fiji having one of the highest levels of internet penetration in the
Pacific, IB adoption is still in its early stages. Through the collection of data from 530 respondents in the country, this study was able to deliver a conceptual model that explains 76 % of the variance in extended UTAUT model. Results indicated that that IB adoption is positively influenced by the levels of PE, EE, SI, FC while PR negatively influences adoption intention. IB was also found to positively impact UB which in turn has an effect on CS. In addition, UA was found to moderate the relationship of PE and FC on IB adoption intention. The study has contributed theoretically and practically to IB research.

 

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