Factors influencing the level of adoption of Internet banking: An integration of TAM and Web Trust Model

While the race for offering new Internet banking services continues, banks struggle to find higher levels of Internet banking adoption among their customers. In spite of a number of studies on adoption of new technologies including Internet banking, understanding of the factors that have a significant impact on the adoption of Internet banking is fairly incomplete. Though there is sufficient empirical evidence of Technology adoption model (TAM), a number of studies have pointed out trust as an important determinant of adoption of technology. The present paper integrates Mcknight’s web trust model with TAM in the context of adoption of Internet banking. It identifies the antecedents of different types of trust and examines their relative role in building the trusting beliefs that in turn influence not only the adoption but also the level of adoption of Internet banking. The study is based on the data collected in a survey of 107 Internet banking users in India