Empirical Investigation of Internet Banking Usage: The Case of Turkey

This study empirically investigates the factors impacting internet banking (IB) usage by Turkish bank customers. A unique internet banking usage model (IBUM) was developed and validated. The initial proposed model incorporated 10 factors named usefulness, ease of use, control, social influence, compatibility, risk, website features, alliance service, awareness of service and personalization that affect internet banking usage. The initial model was tested against both measurement and structural models. The results of initial model testing indicated that compatibility has the most significant effect on internet banking usage which is then followed by alliance service, usefulness, personalization and ease of use. Consequently, the initial model was modified in order to find the inter-relationships among factors. The final IBUM consists of 7 factors which are able to explain 65% of the variance in internet banking usage. Finally, the results are discussed and suggestions for future researches presented by highlighting the effects of personalization and alliance services.