Factors Affecting Adoption of Electronic Banking: An Analysis of the Perspectives of Banks' Customers

Electronic banking services are being used with increasing frequency in most countries, including Jordan. Although previous studies have confirmed the importance for such services for both banks and customers, the level of electronic banking services' adoption in Jordan is still low. This study aims to identify and understand factors that affect bank customers' use of electronic banking services. This study integrates technology acceptance model (TAM) with the theory of planned behavior model (TPB) and incorporates five cultural dimensions and perceived risk to propose a theoretical model. The primary data were collected from 387 valid questionnaires which were distributed to random banking customers in all 26 licensed banks in Jordan. Multiple regression analysis was employed to test the hypotheses. The main findings of the study are: uncertainty avoidance has a positive and significant impact on perceived ease of use and perceived usefulness. Perceived risk has the stronger impact on customers' attitude, which in turn influences customers' intention to use electronic banking services.