Factors Influencing Customer Acceptance of Online Banking in Pakistan and the Moderating Effect of Technophobia

Abstract

This paper highlights the factors affecting customer acceptance of online banking in Pakistan. The factors include Perceived Credibility, Perceived Usefulness, Social Risk and the moderating effect of Technophobia on all three relationships of independent variables with Customer Acceptance. Online banking is growing in Pakistan at a gradual pace, and tapping this growth is cardinal for banks. The primary rationale of this research is to scrutinize the customer acceptance of online banking in Pakistan. As a conceptual framework an extended Technology Acceptance Model (TAM) was developed to investigate the influencing determinants of customer acceptance. The study was conducted in Rawalpindi and Islamabad, and data was collected through questionnaires administered both personally and online. The regression results of the study showed that Customer Acceptance is affected by the three independent variables, and that Technophobia only moderates the relation between Perceived Credibility and Customer Acceptance.

Keywords: echnology Acceptance Model (TAM), Online Banking, Customer Acceptance, Perceived Credibility, Perceived Usefulness, Social Risk, Technophobia