Literature Review On The Technology Acceptance Model
Perceived ease of use
Actual system use
Figure 1: The original Technology Acceptance Model (Davis, 1989)
User’s attitude towards and acceptance of a new information system is important on successful adoption of the information system” (Davis, 1989).
The Technology Acceptance Model (TAM) is a perfect model which show how users accept and use a technology. In (TAM) the main determinants of user’s acceptance of new technology are perceived usefulness (PU) and perceived ease of use(PEOU) (Davis, 1989).
Although (Chen and Barnes 2007; T.C. Edwin Cheng et al. 2006) found that perceived ease of use, perceived usefulness and security and privacy affect customer adaptation intentions, Qureshi et al., (2008) claimed that Perceived usefulness, security and privacy are the main perusing factors to accept online banking system.
Celik (2008) stated that perceived usefulness and perceived ease of use are direct determinants of customers’ attitudes towards using internet Banking.Traditional service quality and website features (PU, PEOU and PC) that give customers confidence build trust in e-banking (Yap, K et al. 2010).
2.1 Perceived ease of use (PEOU)
According to Davis (1989) perceived ease of use refers to “the degree to which a person believes that using a particular system would be free of effort”.The most significant factor on adoption Internet Banking is ease of use. (Padachi et al., 2007).
Safeena et al. (2009), Jahangir N. and Begum N. (2008), Z Liao and WK Wong. (2008) and Amin. (2007) stated that perceived ease of use have a strong and positive influence on customers intention to adopt and use internet banking.
2.2 Perceived usefulness (PU)
According to the Davis (1989) and Davis et al. (1989), perceived usefulness is “the degree to which a person believes that using a particular system would enhance his or her job performance”. Perceived usefulness is defined as “the individual’s perception that using the new technology will enhance or improve her/his performance” (Davis,1993).
In Addition, Laforet and Li, (2005) and Eriksson et al., (2005) defined the term perceived usefulness as “the subjective probability that using the technology would improve the way a user could complete”.
Several studies showed that perceived usefulness influence customer interactions with internet banking, which effect the adoption of e-banking services (Sadeghi and Hanzaee. 2010; Safeena et al. 2009; Al-Somali et al. 2009; Jahangir N. and Begum N. 2008; Hanudin Amin. 2007, Z Liao and WK Wong.2008 ).
2.3 Perceived credibility (PC)
Perceived credibility is defined as “the degree to which a user feels the certainty and pleasant consequences of using an electronic application service, when there is no financial risk, physical risk, functional risk, social risk, time-loss risk, opportunity cost risk, and information risk” Jacoby and Kaplan (1972). However, (Ganesan,1994) present another definition of PC stating it as “the extent to which one partner believes that the other partner has the required expertise to perform the job effectively and reliably.”
Wang et al. (2003) stated that perceived credibility is consists of two important elements namely privacy and security, which affect directly consumer adaptation of electronic banking systems. PC is usually impersonal and relies on reputation, information and economic reasoning (Ba and Pavlou,2002).
Previous research has shown that security and privacy are the most concern for consumer, which have a direct or indirect influence on e-banking adoption (Aderonke and Charles, 2010; Sadeghi and Hanzaee, 2010; Alda´s-Manzano et al., 2009; Riyadh et al. 2009; Jahangir N. and Begum N., 2008; Z Liao and WK Wong., 2008). Privacy put barriers on using online services (Hernandez and Mazzon, 2007).
Moreover, Wai-Ching Poon. (2008) and Moutaz Abou-Robieh. (2005) noted that privacy and security factors play an important role in determining the users’ acceptance of e-banking services with regard to age, education level and income level.
The purpose of our paper is to examine the impact of perceived usefulness, perceived
ease of use, perceived credibility on the acceptance of E-banking services by the consumers.
We will extended TAM and add PC into the framework to test the effect of these three factors on e-banking adaption.
The research model tested in this study is showing in figure 2. In the extended model of TAM study, like (Safeena et al. 2009; Alda´s-Manzano et al. (2009); Hanudin Amin, 2007), the attitudes factor has been taken out to simplify the model. The proposed research model includes the variables (PEOU , PU and PC) and their effect on intention to adopt using electronic banking services.
Perceived ease of use
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