An Analysis of Digital Banking Adoption using Diffusion of Innovation Theory
คำสำคัญ:
diffusion of innovation theory, perceived risk, trust, behavioral intention to use, digital bankingบทคัดย่อ
The purpose of this research was to analyse adoption of digital banking services in Thailand by using diffusion of innovation theory and perceived risk and trust as mediator variables. Online questionnaires were collected from 223 Thai people who had saving accounts with commercial banks in Thailand and had already registered and experienced with digital banking services. The results of the Structural Equation Modeling (SEM) analysis indicated that diffusion of innovation has no direct influence on perceived risk in digital banking service. However, the diffusion of innovation does have a direct influence on trust and indirect influence on behavioural intention to use digital banking when using trust as mediators. In addition, trust have a significant direct influence on behavioral intention to use digital banking. The results of this research significantly found that diffusion of innovation is a major factor in developing the digital banking adoption. It also increases trust in the service, which in turn affects the behavioral intention to use digital banking services. Furthermore, the results of this research can be used as a model for executives in formulating relevant policies and strategies to achieve competitive advantages; and developing an efficient digital banking system that is in accordance with the needs of users in everyday life.
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เอกสารอ้างอิง
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antecedents of mobile banking adoption. International Journal of Advanced Computer Science and Applications 4(11), 117-123.
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April 19, 2014
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perspective. International Journal of Human-Computer Studies 59(4), 451–474.
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Global Perspectives, 7th ed. Pearson Prentice Hall, New York.
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environments: conceptual foundations. Journal of Marketing 60, 50-68.
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Perceived Risk, Customer Attitudes, Relationship Quality, Online Purchase
Intention, E-Loyalty, and Purchasing Behavior. Consumer Behavior Houghton
Mifflin, Boston MA.
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internet banking: a eans-end approach. International Journal of Information
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implications for behaviour towards innovative retail services: the case of internet
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adoption: A unified theory of acceptance and use of technology and perceived
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intentions to transact with a Web site: A trust building model. Journal of Strategic
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Technology Management Research, 23, 1-14.
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Business and Industrial Marketing, 23(1), 59-69.
Rogers, E. (2003). Diffusion of Innovations, New York, Free Press.
Shi, Y. & Fang, K. (2006). Effects of network quality attributes on customer adoption
intentions of internet banking. Total Quality Management, 17(1), 61-77.
Stone, R. N. & Gronhaug, K. (1993). Perceived Risk: Further Considerations for the Marketing
Discipline. European Journal of Marketing, 27(3), 39-50.
Tabachnick, B. G. & Fidell, L. S. (2007). Using Multivariate Statistics. Boston: Pearson/Allyn & Bacon,
5.
Tan, M. & Teo, T.S.H. (2000). Factors influencing the adoption of Internet banking. Journal of the
Association for Information Systems, 1, 1–42.
Teo, T.S.H., Srivastava, S.C., & Jiang, L. (2008). Trust and electronic government success: an empirical
study. Journal of Management Information Systems, 25, 99–132.
Rotchanakitumnuai, S. & Speece, M. (2009). Modeling electronic service acceptance of an e-
securities trading of Business Administration. Journal of Industrial Management and Data
Systems, 26(99), 65-76.
Xue, M., Hitt, L. M., & Chen, P. Y. (2011). Determinants and outcomes of internet banking
adoption. Management Science, 57(2), 291-307.
Yaghoubi, N.M. & Bahmani, E. (2011). Behavioral approach to policy making of the internet banking
industry: The evaluation of factors influenced on the customers’ adoption of internet banking services. African Journal of Business Management, 5(16), 6785-6792.
Zhao, L.A., Lewis, K.N., Lloyd, H.S. & Ward, P. (2010). Adoption of internet banking service in China: is
it all about trust. International Journal of Information Management, 28, 7-26.
Englewood Cliffs, N J, Prentice-Hall.
Al-Somali, S.A., Gholami, R. and Clegg, B. (2009). An Investigation into the Acceptance of
Online Banking in Saudi Arabia. Technovation 29, 130-141.
Assael, H. (1981). Consumer Behavior and Marketing Action. New York, Kent.
Black, N. J., A. Lockett, C. Ennew, H. Winklhofer, & S. McKechnie. (2002). Modelling consumer
choice of distribution channels: an illustration from financial services. International
Journal of Bank Marketing, 20 (4), 161-173.
Burnette, J.L., & Williams, L.J. (2005). Structural equation modeling (SEM): An introduction to
basic techniques and advanced issues. Research in Organizations: Foundations and
Methods of Inquiry, San Francisco, CA: Berrett-Koehler, 143-160.
Byrne, B.M. (1998). Structural Equation Modeling with LISREL, PRELIS and SIMPLIS. Basic
Concepts, Applications and Programming. Mahwah, New Jersey.
Cheung, W., M. K. Chang, & V. S. Lai. (2000). Prediction of internet and world wide web usage at
work: a test of an extended Triandis model, Decision Support Systems, 30(1), 83-100.
Couto, J.P., Tiago, T. & Tiago, F. (2013). An analysis of Internet Banking in Portugal: the
antecedents of mobile banking adoption. International Journal of Advanced Computer Science and Applications 4(11), 117-123.
Curran, P.J., West, S.G., & Finch, G.F. (1996). The robustness of test statistics to nonnormality
and specification error in confirmatory factor analysis. Psychological Methods (1),
16-29.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of
Information Technology. MIS Quarterly 13 (3), 319-339.
Entrust. (2014). Entrust Pishing Attack (Online) https://www.entrust.com/financial-institutions/,
April 19, 2014
Featherman, M. & Pavlou, P.A. (2003). Predicting e-services adoption: A perceived risk facets
perspective. International Journal of Human-Computer Studies 59(4), 451–474.
Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate Data Analysis: A
Global Perspectives, 7th ed. Pearson Prentice Hall, New York.
Hoffman, D.L. & Novak ,T.P. (1996). Marketing in hypermedia computer-mediated
environments: conceptual foundations. Journal of Marketing 60, 50-68.
Hoyer, W. T. & MacInnis, D. (1997). The Effect of Online Service Quality toward
Perceived Risk, Customer Attitudes, Relationship Quality, Online Purchase
Intention, E-Loyalty, and Purchasing Behavior. Consumer Behavior Houghton
Mifflin, Boston MA.
Kuisma, T., Laukkanen, T. & Hiltunen, M. (2007). Mapping the reasons for resistance to
internet banking: a eans-end approach. International Journal of Information
Management 27 (2), 75-85.
Littler, D. & Melanthiou, D. (2006). Consumer perceptions of risk and uncertainty and the
implications for behaviour towards innovative retail services: the case of internet
banking. Journal of Retailing and Consumer Services 13 (6), 431-443.
Lim, N. (2003). Consumer perceived risk: Sources versus consequences. Electronic
Consumer Research and Applications 2, 216-28.
Liu, C. & Arnett, K. P. (2000). Exploring Factors Associated with Web Site Success in the
Context of Electronic Commerce. Information and Management 38 (2), 23-33.
Martins, C., Oliveira, T. & Popovic, A. (2014). Understanding the Internet banking
adoption: A unified theory of acceptance and use of technology and perceived
risk application. International Journal of Information Management, 34, 1–13.
McKnight, D.H., Choudhury, V. & Kacmar, C. (2002). The impact of initial consumer trust
intentions to transact with a Web site: A trust building model. Journal of Strategic
Information Systems, 11(3–4), 297–323.
Mitchell, V.W. & Boustani, P. (1994). A Preliminary Investigation into Pre‐ and Post‐Purchase Risk
Perception and Reduction. European Journal of Marketing, 28(1), 56–71.
Mohsin, H. M. & Rivers, P. (2011). Are domestic banks' pass through higher than foreign banks.
Empirical evidence from Pakistan.Forthcoming in. International Journal of Economics and Finance, 3(6), 1-12.
Montazemi, A. R. & Qahri-Saremi, H. (2015). Factors affecting adoption of online banking: A meta-
analytic structural equation modeling study. Information & Management, 52(2), 210–226.
Moore, G. C. & I. Benbasat, Development of an instrument to measure the perceptions of adopting
an information technology innovation, Information Systems Research, (Vol. 2, No. 3), 192-222, 1991.
Mukherjee, A., Nath, P. & Pal, M. (2003). Resource, Service Quality and Performance Triad: A
Framework for measuring Efficiency of Banking Services. Journal of the Operationa
lResearch Society, 54(7), 723-735.
Nasri, W. & Charfeddine, L. (2012). Factors affecting the adoption of internet banking in Tunisia: An
integration theory of acceptance model and theory of planned behavior. Journal of High
Technology Management Research, 23, 1-14.
Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). New York, NY: McGraw-Hill.
Poon, W-C. (2008). Users’ adoption of e-banking services: the Malaysian perspective. Journal of
Business and Industrial Marketing, 23(1), 59-69.
Rogers, E. (2003). Diffusion of Innovations, New York, Free Press.
Shi, Y. & Fang, K. (2006). Effects of network quality attributes on customer adoption
intentions of internet banking. Total Quality Management, 17(1), 61-77.
Stone, R. N. & Gronhaug, K. (1993). Perceived Risk: Further Considerations for the Marketing
Discipline. European Journal of Marketing, 27(3), 39-50.
Tabachnick, B. G. & Fidell, L. S. (2007). Using Multivariate Statistics. Boston: Pearson/Allyn & Bacon,
5.
Tan, M. & Teo, T.S.H. (2000). Factors influencing the adoption of Internet banking. Journal of the
Association for Information Systems, 1, 1–42.
Teo, T.S.H., Srivastava, S.C., & Jiang, L. (2008). Trust and electronic government success: an empirical
study. Journal of Management Information Systems, 25, 99–132.
Rotchanakitumnuai, S. & Speece, M. (2009). Modeling electronic service acceptance of an e-
securities trading of Business Administration. Journal of Industrial Management and Data
Systems, 26(99), 65-76.
Xue, M., Hitt, L. M., & Chen, P. Y. (2011). Determinants and outcomes of internet banking
adoption. Management Science, 57(2), 291-307.
Yaghoubi, N.M. & Bahmani, E. (2011). Behavioral approach to policy making of the internet banking
industry: The evaluation of factors influenced on the customers’ adoption of internet banking services. African Journal of Business Management, 5(16), 6785-6792.
Zhao, L.A., Lewis, K.N., Lloyd, H.S. & Ward, P. (2010). Adoption of internet banking service in China: is
it all about trust. International Journal of Information Management, 28, 7-26.
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2018-07-31
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นมะหุต ก. เ. (2018). An Analysis of Digital Banking Adoption using Diffusion of Innovation Theory. วารสารพฤติกรรมศาสตร์, 24(2), 43–64. สืบค้น จาก https://so06.tci-thaijo.org/index.php/BSRI/article/view/119572
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