Extending Technology Acceptance Model to Investigate the Factors Affecting Customers Adoption of Internet Banking in the Gambia
碩士 === 國立臺北科技大學 === 管理國際學生碩士專班 (IMBA) === 100 === The new information technology is becoming an important contributing factor in the future development of financial services industry, and more especially the banking services. Banking industries in the Gambia are currently facing with a number of imp...
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| Format: | Others |
| Language: | en_US |
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2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/az7rb8 |
| Summary: | 碩士 === 國立臺北科技大學 === 管理國際學生碩士專班 (IMBA) === 100 === The new information technology is becoming an important contributing factor in the future development of financial services industry, and more especially the banking services. Banking industries in the Gambia are currently facing with a number of important issues, for examples how to take full advantage of new technology opportunities, and to interact with their customers online through the Internet banking. The purpose of this research is to identify the factors that affect customers’ adoption of Internet banking services in the Gambia.
Technology Acceptance Model (TAM) is the primary basis for this study. The data were collected on experienced Internet banking users through a questionnaire survey and a total of 253 usable responses were received out of 500. We conducted Structural equation modeling to examine for the relationships among the constructs hypothesized. The results provide support of the appropriateness of the extended research model in identifying the factors that affect the customers’ adoption of the Internet banking in the Gambia.
Our analysis reveals that social influence, awareness of service and relative advantage directly affect perceived usefulness and indirectly affect user attitude towards usage and behavior intention of customers’ adoption of Internet banking services in the Gambia. The findings from this research will provides useful insight for Gambian bank managers to develop their marketing strategy to meet their customer demands with regards to the Internet banking adoption rate.
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