IJIMT 2012 Vol.3(2): 181-187 ISSN: 2010-0248
DOI: 10.7763/IJIMT.2012.V3.217

Assessment of a Modified Technology Acceptance Model among E-banking Customers in Coimbatore City

Geetha Kallanmarthodi and Malarvizhi Vaithiyanathan
Abstract—Financial liberalization and technology revolution have allowed the developments of new and more efficient delivery and processing channels as well as more innovative products and services in banking industry. A strategic challenge facing banking institutions today is the growing and changing needs and expectations of consumers in tandem with increased education levels and growing wealth. Consumers are becoming increasingly discerning and have become more involved in their financial decisions. This study determines the factors influencing the consumer’s adoption of e-banking in India and hence investigates the influence of perceived usefulness, perceived ease of use and perceived risk on use of e-banking. It is an essential part of a bank’s strategy formulation process in an emerging economy like India. Survey based questionnaire design with empirical test was carried out. The results have supported the hypothesis that banks need to highlight the benefits of e-banking, make it easy to use, and enhance its security to improve consumers’ trust.

Index Terms—e banking, perceived usefulness, ease of use, perceived risk.

Authors are with the Department of Economics, Faculty of Humanities, Avinashilingam Institute for Home Science and Higher Education for Women, Coimbatore, Tamilnadu, India.

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Cite: Geetha Kallanmarthodi and Malarvizhi Vaithiyanathan, "Assessment of a Modified Technology Acceptance Model among E-banking Customers in Coimbatore City" International Journal of Innovation, Management and Technology vol. 3, no. 2, pp. 181-187, 2012.

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