Acceptance of technology, related factors in use of off branch e-banking: an Indian case study

The purpose of this paper is to evaluate and investigate as to why off branch e-banking in India is not accepted to the extent as it is in advanced countries. Despite the benefits of off branch electronic banking, growth in electronic banking in India is still below expectation. Various literature reports indicate that the users are uncertain and indecisive to accept and use the system. It is felt that the growth of banking will much depend on use of off branch electronic banking rather than traditional banking. This study integrates constructs from the technology acceptance model (TAM), diffusions of innovation (DOI) model and trust theory models. Data were collected through survey and analyzed using multiple regression technique. The result establishes that factors namely trust on technology, trust on bank, perceived ease of use, perceived usefulness, complexity are the factors that influence customer significantly to use off branch e-banking in India whereas factors like perceived risk was insignificant. Studies also establish importance of these factors in order of trust in technology, perceived ease of use, perceived usefulness, trust on bank and complexity where trust on technology being the most important factor. Implications of this study for research and practice are presented.