Consumer attitudes, system's characteristics and internet banking adoption in Malaysia

Abstract

Purpose: This paper examines the determinant structure of customers’ attitude system's characteristics on adoption of internet banking (IB) by Malaysian bank customers. Design/methodology/approach: The research framework links attitudinal constructs such as importance of IB to customers’ banking needs, compatibility, complexity, trialability, and risk to internet banking adoption. Moreover, the impact of IB site design characteristics on adoption was also verified. An online questionnaire was used in this research and respondents were approached through extensive personalized email invitations as well as postings to the newsgroups. Findings: The results of the study reveal that the attitudinal factors play a significant role in internet banking adoption. Moreover, utilitarian orientation of the website rather than hedonic orientation has significant influence on adoption. Details of the results, implications of the findings, and conclusions are presented. Research limitations/implications: The reliability and validit of the research is supported and a number of unfounding variables‐level of education, exposure to IT and usage frequency‐are highlighted. Practical implications: Informative when planning any new internet service for financial customers. Originality/value: Draws together the key requirements for extending the use of internet banking in Malaysia.