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An Empirical Investigation On Customer Acceptance Of Internet Banking In Syria: A Theoretical Extension Of The Technology Acceptance Model

Posted on:2011-03-05Degree:DoctorType:Dissertation
Country:ChinaCandidate:Fadi WassoufFull Text:PDF
GTID:1119360305996975Subject:Management Information Systems
Abstract/Summary:PDF Full Text Request
Technology acceptance is an interesting topic for researches that belong to different areas of scientific scopes, the phenomenon of technology adoption or rejection was studied by marketing researchers and IT researchers. To predict user's adoption of technology, many theories were developed for this purpose. But most of these theories were found in the developed countries, especially in USA, whereas user's perception of the technology and user's characters in these countries can differ from those in the developing countries.Technology Acceptance Model TAM, is the most important and successful model in this field, TAM was found by Davis (1989), since that date, it have received many empirical studies, which proved its validity. But, as well as most of the theories about technology acceptance, TAM was developed in the developed world, and most of the empirical studies about TAM were also conducted in the developed countries. There is no evidence that all the successful models for users'technology acceptance, which were developed in the developed countries, will have the same success in the developing countries, without any modifications for these models.On the other side, internet banking is well known and diffused service in the developed world, and it is widely accepted by banks'customers in these countries, but the acceptance level of this service in the developing world in general, Middle East in particular is less than the developed countries. Although this service is considered as a very confortable service for customers, a new distributing channel for banks, an important competitive tool for banks and the basis for E-commerce; this service is not widely diffused and accepted in Syria. just a few number of Syrian banks' customers are using this service, while huge range of Syrian banks'customers don't use it, and others not even heard of it.Thus, the objectives of this research include two categories:1) Theoretically; extending the original technology acceptance model TAM, to make it more effective in predicting users'acceptance of technologies, related to internet in general, the acceptance of Internet banking in particular, in the middle east countries. Based on the literature review and the preliminary study, the researcher extended the original TAM by adding one key construct (perceived risk) and two external variables (social influence and technology self-efficacy), these added variables include innovative dimensions to increase the model validity in predicting technologies related to internet.2) Practically; investigate to find the barriers that obstruct the diffusion of internet banking in Syria and make Syrian banks'customers unwilling to adopt this service, And also; to give imaginations and solutions for solving this problem.Although this research was conducted at a particular site of a particular IT applications, but the theoretical findings of this research, are relevant to the concept of adopting other applications, related to internet, in other countries in the region in general. And the practical findings are also useful for banks'managers to benefit more from this service.Quantitative and qualitative methods were used in this research, for the quantitative study: the data was collected through survey questionnaire which was designed for this purpose, the Statistical Package for Social Sciences version 16.0 (SPSS) program for windows was used to analyze the collected data. While the qualitative data was collected through unstructured interviews with Syrian banks managers and Syrian IT managers.The results of this study showed the validity of the presented model, the added variables were found to be consistent with the original variables of TAM and effective in term of the nature of the study. This research defined the barriers that obstruct internet banking diffusion in Syria and then it end up with recommendations for banks'decision makers, to improve internet banking in their banks, as well as recommendations for future researches within the same scope of this study.
Keywords/Search Tags:Technology adoption, Technology Acceptance Model TAM, Internet banking, Syria
PDF Full Text Request
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