EVALUATING THE FACTORS AFFECTING THE INTERNET BANKING ADOPTION OF CONSUMERS USING STRUCTURAL EQUATION MODEL

Banks find an opportunity to provide several services without time and place limitation by means of internet one of the most important technological developments. But the fact that many bank customers haven’t preferred internet banking yet due to the different reasons increases the significance of investigating the factors as to the internet banking adoption of bank customers. In this study, the individual bank customers’ internet banking adoption has been analyzed by structural equation model based upon the Technology Acceptance Model. The model has been generated by adding the perceived risk variable. According to the results of analysis, it has been seen that the ease of use and utility perception of bank customers depend on their attitudes and intentions toward internet banking. Also, the findings have showed that the risk which bank customers perceive toward internet banking affects their intentions of use both directly and by way of their attitudes toward internet banking. In the light of the obtained findings, several suggestions have been made for adopting the internet banking by much more customers.