The influence of website design features and consumer characteristics on internet banking adoption in Saudi Arabia

Recent years have seen rapid growth of Internet technology and its incorporation into many areas, including banking. Despite the potential advantages offered, however, adoption of Internet Banking (IB) has been relatively low. This thesis aims to enhance understanding of customers' adoption of IB, with particular reference to commercial banks in the Kingdom of Saudi Arabia (KSA). It investigates the rationale for and current status of IB in the KSA. Then, taking as a framework the Decomposed Theory of Planned Behaviour (DTPB), with the additional construct of website features, it investigates what factors may influence Saudi customers' adoption of IB, including the potential impact of website features at different stages of the customer's decision-making process (DMP).The research targeted policy makers, IB managers and clients in all 11 commercial banks operating in KSA. Data were collected in two phases, each containing qualitative and quantitative elements. In phase one, focused on the bank perspective, interviews were held with 11 bank officials, to explore the thinking behind their IB provision and website design. Then, content analysis was used to investigate the features of 22 websites – 1 corporate and 1 individual site for each bank. In phase two, semi-structured interviews (N = 40) were used to explore bank clients' perceptions of IB, and their responses used to inform a survey, delivered online and through bank branches, of IB users' (N = 651) and non-users' (N = 409) attitudes and behaviours in relation to IB.Results showed that bank managers attempted to attract and support clients throughout the DMP, and this was reflected in website content. However, support was constrained by some erroneous assumptions about clients, and the regulatory environment. Obstacles to IB use included psychological, marketing, educational, technical, cultural and linguistic barriers. IB non-users' intention to try IB was influenced by Trust and Subjective Norms, while users' intention to continue was influenced by perceived Relative Advantage and Compatibility, Ease of Use, Self-Efficacy, Resource Facilitating Conditions and Website Characteristics. Attitudes to IB also differed by clients' gender, age, income, education and Internet experience.Implications are drawn for technology adoption and e-marketing theory, and recommendations are made to government, the central bank and commercial banks to enhance the functionality and attractiveness of IB