What factors drive the adoption of digital banking? An empirical study from the perspective of Omani retail banking

Abstract

This study aims to investigate the factors influencing the adoption of digital banking by retail banking customers. A theoretical model was developed based on an extended technology acceptance model to conceptualize the linkage among the factors impacting digital banking adoption. The primary data were acquired through a structured questionnaire from 200 customers. The multiple linear regression equation was used to analyse the relationship among six independent factors. The study revealed awareness, web features and perceived usefulness have significant positive influence on adoption of digital banking. The study is useful to plan and promote service model to enhance digital banking adoption.

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Ananda, S., Devesh, S. & Al Lawati, A.M. What factors drive the adoption of digital banking? An empirical study from the perspective of Omani retail banking. J Financ Serv Mark 25, 14–24 (2020). https://doi.org/10.1057/s41264-020-00072-y

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Keywords

  • Digital banking
  • e-Banking
  • Internet banking
  • Online banking
  • Customer adoption
  • Retail banking
  • Technology acceptance model (TAM)
  • Oman