Development of a quantitative model of the impact of customers’ personality and perceptions on Internet banking use

Despite the rapid increase of Internet users and cited benefits of using Internet banking, the number of Internet banking users has not risen as strongly as expected. In order to understand this problem, it is critical to understand how customers’ personalities and perceptions influence Internet banking use. In this study, a quantitative model of Internet banking use was developed, which incorporates four dimensions, namely, (1) openness toward advanced technology as an individual personality dimension, (2) website usability, including perceived usefulness and ease of use, (3) perceived security concern, and (4) green concern for conserving nature resources as the social influence dimension. The study investigates the moderating effect between these dimensions on Internet banking use. A survey instrument was used to gather data to estimate the proposed research model. The results show that openness, website usability, and perceived security concern significantly influence customers’ Internet banking use. In terms of moderating effects, all dimensions play an important role as a moderator on the relation between other dimensions and Internet banking use. Overall, the model helps to increase our understanding of how these dimensions interact to influence Internet banking use, which can help in the design of Internet banking and other e-channel systems.

• We developed an integrated model on IB use, considering moderating effects.
• The model incorporates customers’ personality and perceptions toward IB use.
• A customer’s openness positively influences IB use.
• A customer’s green concern moderates the relation between security concern and IB use.
• Perceived usefulness/ease of use moderates the relation between security concern and IB use.