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Aungkana Wungwanitchakorn

decisions along with basic services such as balance inquiry, money transfer and information inquiry.

Promotional Campaign and Advertising

Since compatibility was positively related to intention to adopt the service, the promotional campaign and advertising should make those resisting adoption better able to understand the advantages and simpilicity of using internet banking. The campaign should also especially target opinion leaders, who can be expected to encourage others to adopt by word-of-mouth processes.

Further Implication for Research

The proposed model using the characteristics of innovation and the personal characteristics could be generalized and employed in other research relating to innovation adoption.

In addition, since the research focused on intended behavior of Internet banking service usage, additional study should be conducted to measure actual adoption of the service. Prediction of specific behavior based on intention measured before the behavior occurs may not be very accurate. Several factors such as intervening time, unforeseen environmental events, stability of intention and new information received can reduce or

weaken the relationship between measured behavioral intention and observed behavior (Peter and Olson, 1990). Then, the results between these two measurements (i.e. behavioral intention and actual behavior) must be compared to see any differences under the consideration of those stated factors.

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