Examining the Moderating Roles of Consumer Traits and Social Influence on E-banking Adoption: Evidence from Cambodia

• Main Authors: HUM SOPHEA, 蘇亞欣
• Other Authors: LIAO, YING-KAI
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/yhr5t6

碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 107 === 　　With the advancement of information technology, service automation becomes one of the most important trends in various kind of industries. However, electronic banking (e-banking) could be one of the latest product innovations in the banking industry. What are the major factors that can promote or inhibit consumers’ willingness to adopt e-banking? What are the major theoretical foundations that can explain consumers’ intention to use e-banking? Previous studies tend to investigate this issue from different perspectives, and none of these studies can integrate relevant theories and construct and develop a more comprehensive framework for further validation. This research aimed to examine the interrelationship among relevant research constructs and focus on the barriers that may promote or inhibit users’ intention in adopting e-banking. Since e-banking is the newest technological innovation of banking industry which provides many benefits that would be beneficial for our daily life. It is important to verify the major influential variables to promote e-banking. The purpose in this study is to figure out behavioral intention in using e-banking by identifying cognitive factors, hedonic factors, social influence, consumer traits, diffusion of innovation factors, planned behavior factors, attitude, and intention as antecedents, and moderators of e-banking. In order to enhance reliability and validity of the research, this study adopted a quantitative study using questionnaire survey to test the research hypotheses, and it was sent through email and social application with totally 360 respondents who are enrolled as universities student and those currently employed in Cambodia. In this study, SmartPLS3.0 was used to analyze the structural model and hypothesis testing. The result of the study found that there is a relationship among the relevant constructs. Specifically, this study also found that social influences and consumer traits moderates the relationship between cognitive and hedonic factors and attitude. The research result is useful for banking not only to identify the barriers but also to understand what customer’s needs in order to improve e-banking. The research model as developed in this study may be very useful for academia’s to conduct further valid the model; the research model could also be very beneficial for professional marketers or managers to manage the business of e-banking.