Factors Influencing Adoption of Information Technology Based Banking Services: A Case Study of Pakistan

Abstract

The purpose of this study is to examine factors that positively influence users to adopt latest banking services which are based on information technology (IT). The study focus on three main banking services, internet banking (IB), phone banking (PB) and ATM because latest statistics show that Pakistani population has rapidly accepted these three services, compared to other IT services provided by banks. The basic constructs of Technology Acceptance Model (TAM) along with other constructs are employed to study the cause of rapid acceptance of these banking technologies. A survey is conducted in twin cities of Islamabad and Rawalpindi by distributing a questionnaire to customers of four different banks. The study shows that the intention to use the service is mainly due to trust in the service provided by banks. Results of this empirical study also reveal that factors affecting customers' intention to use the technology are not same for the three banking technologies.