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PAPER ID:IJIM/V.2(VII)/251-258/33
AUTHOR: Dr. Shiffu Abrol
TITLE: IMPACT OF BEHAVIOURAL FACTORS ON ADOPTION OF E- BANKING
ABSTRACT: :The internet and World Wide Web (WWW) offer banker’s and customer’s an opportunity with innovative new virtual environment that can hopefully stimulate and enhance their learning and operative process. The usage of information technology in banking transactions in general and financial transactions in particular not be an easy task for the customer’s. Customer’s use of electronic banking require acceptance of the technology, which can be difficult and complicated and demands efforts of the customer because of changing in behavioural patterns. The Prospect of using technology on one hand, can simplify customer’s understanding of exchange, but on the other hand, it can make customer’s understanding more difficult. Thus, the purpose of this paper is to measure the impact of behavioral factors viz. perceived ease of use and perceived usefulness on behavioral intention to adopt internet banking and customer satisfaction. The data for the present study has been obtained from 410 online banking customer’s randomly selected from Jammu city. Both exploratory and confirmatory factor analysis has been used for analysis of data. The findings revealed that both perceived ease of use and perceived usefulness have positive impact on behavioral intention to use online banking as it saves their time, cost and enhances their effectiveness in work. The study has confined only to the perceptions of online customers and other variables such as perceived benefits and perceived credibility are not taken into consideration and thus need to be applied in future research.
KEYWORDS: Internet Banking, Behavioral Intention, Customer Satisfaction.