Factors Determining Attitude On The Adoption Of Digital Banking – Assessment Of Tam Model

Abstract

This paper focused to identify various factors determine users
attitude to adopt digital banking system. The study drawn variables from Technology
acceptance model and Perceived security is added to the existing variables in TAM which is
considered as gap in the in the existing theory and literature which gained much significance
to adopt Digital Banking. The research attempts to explore perceived security on attitude
and intention to usage of digital banking
Methods/Statistical Analysis: The data is collected from the people who uses online Bank
transactions in Chennai. The 624 digital banking users participated in the questionnaire
survey method.Convenience sampling method is followed to choose the respondents.The
most significant factor which cause the attitude of users towards Digital Banking are
identified which inturn leads to Behavioral Intention. The Analysis is done using
SEM(Structural Equation Modelling) analysis through SPSS 21.
Findings: The structural equation model analysis proved to be perfectly fit model . The
Moderation effect of demographic factors between study variables and attitude is also
examined. It was found that gender does not have any influence with respect to attitude
towards usage of Digital Banking, whereas the age and educational qualification have
significant difference with respect to Attitude of using Digital Banking. Age does not have
any moderation effect between perceived security and attitude
Applications/Improvements: The usage of Digital Banking is growing much importance
due to the advancement of technology ,technical literacy and infrastructure for usage of
internet facilities in past 5 years.The digital banking habits can be increased among public
through proper security measurement and protection of their transactions