Internet Banking Service
Adoption Intention of Banks’ Customers
on Internet Banking Service
Failures in launching technological innovations inevitably have considerable costs and understanding these costs is important for organizations which are introducing new products and services into the marketplace. This article considers the said issue with reference to the adoption of internet banking services in Thailand. A questionnaire was used to examine the relationship between acceptance and customer characteristics and perceived characteristics of internet banking. Using logistic regression analysis, six significant explanatory variables were uncovered: opinion leadership, relative advantage, complexity, trialability, compatibility, and telephone banking usage.
* MBA, Assumption University of Thailand (2001).
MA (Journalism and Mass Communication), Thammasat University (1998).
Currently Sales Supervisor, GIORDANO (Thai) Co. Ltd.
Overview of Internet Banking
Because of increased competition, banks have had to develop new technologies and tools to remain competitive and meet the evolving requirements of consumers. The development of the ATM, for example, revolutionized banking and internet banking follows up on this innovation (David, Army, & Chou, 2000). Internet banking allows customers to make use of banking services from their web-enabled computers twenty-four hours a day, seven days a week, wherever they are located. This provides greater convenience, and presumably satisfaction, for the consumer; for the bank it provides cost-savings in relation
ABAC Journal Vol. 22, No.3 (September - December, 2002), pp. 63 - 80