Adoption and commitment to online banking in Pakistan using the technology acceptance model


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The paper proposes a model for quantitatively analyzing the link between Privacy, Usability, Government Support, Perceived Ease of Use, Perceived Usefulness, Intention to Use and Commitment in the online banking context in Pakistan. In Pakistan (comparing to the size of bank accounts open), few people benefit from online banking and prefer the physical approach. This study analyzes how conventional banking users can be converted to online users, thus reducing the crowds at banks for menial tasks, giving banks more time to focus on corporate clients. For this purpose, an online survey was distributed via social messengers and websites. Out of the collected data, 310 normalized samples were analyzed using correlation and multiple linear regressions. The findings showed that except “Privacy”, “Usability” and “Government Support” had a relationship with “Perceived Ease of Use” where “Privacy” showed no significant impact. “Privacy” had a significant relationship with “Perceived Usefulness”, as did “Perceived Ease of Use”, and “Perceived Usefulness” and “Perceived Ease of Use” had a significant relationship with “Intention to Use”; “Intention” also had a significant relationship with “Commitment to Use Online Banking”. Thus, it is concluded that banks need to realize that bank customers require ease of access and use in order to successfully adapt to the use of online banking, despite the users not being very cautious about online privacy that banks require to ensure on their end, regardless of the user’s thought process.

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    • Figure 1. Proposed hypothesized conceptual framework
    • Table 1. Demographics of the data collected
    • Table 2. Descriptive statistics
    • Table 3. Reliability analysis
    • Table 4. Correlation analysis of the data collected
    • Table 5. Construct validity analysis
    • Table 6. Discriminant validity test
    • Table 7. SEM coefficients and direct effect checks
    • Table 8. Mediation analysis via bootstrapping
    • Conceptualization
      Usman Muhammad Nooruddin
    • Data curation
      Usman Muhammad Nooruddin
    • Formal Analysis
      Usman Muhammad Nooruddin
    • Investigation
      Usman Muhammad Nooruddin
    • Writing – original draft
      Usman Muhammad Nooruddin
    • Funding acquisition
      Muhammad Sufyan Ramish, Naureen Munir
    • Project administration
      Muhammad Sufyan Ramish, Naureen Munir, Junaid Ansari
    • Validation
      Muhammad Sufyan Ramish, Naureen Munir
    • Writing – review & editing
      Muhammad Sufyan Ramish, Naureen Munir, Shiraz Ahmed, Junaid Ansari
    • Resources
      Naureen Munir, Shiraz Ahmed
    • Supervision
      Shiraz Ahmed, Junaid Ansari
    • Visualization
      Shiraz Ahmed
    • Methodology
      Junaid Ansari
    • Software
      Junaid Ansari