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Aungkana Wungwanitchakorn

type heavily and to have experience with related products (Gatignon and Robertson, 1989).

The TRA with Belief Decomposition Model

According to theory-of-reasoned-action (TRA), behavior (B) is a direct function of behavioral intention (BI). The intention is in turn preceded by two major determinants which are attitude (A) and subjective norm (SN) (Schiffman and Kanuk, 1994). In a study of consumer adoption intentions for a new product, Taylor and Todd (1995) proposed a modification of TRA by categorizing attitudinal beliefs into relative advantage, compatibility, and complexity (see figure 2), which were found to be significantly related to attitude, which in turn is related to purchase intention.

A

Relative

Advantage

SN

BI

Compatibility

Complexity

Normative

Influences

B

Figure2: TRE with Belief Decomposition

Source: Adapted from “Decomposition & Crossover Effects in the Theory of Planned Behavior: A Study of Consumer Adoption Intention” International Journal of Research in Marketing, by Taylor & Todd, 1995.

Research Model

The proposed model that is the basis of this study (see figure 3) is represented in terms of two sets of independent variables, which describe the adoption of new products and services. These were hypothesized to be related to adoption characteristics.

One set of independent variables relates to a customer’s personal characteristics and the other to the perceived characteristics of the service. The perceived characteristics of Internet banking service model in this study consists of five factors: relative advantage, customer learning requirement, perceived risk, cost, and social value. The relative advantage of internet banking was measured in terms of economic benefits, convenience and improved service level. The customer learning requirement was treated in terms of Rogers’ (1995) dimensions - complexity, compatibility and trialability. Potential adopters’ perceived risks toward Internet banking was measured by functional risk and security risk. Innovation cost in this study involved purchase cost and usage cost. The social value of an innovation relates to whether it has a level of social value that tends to generate social imitation (Gatignon and Robertson, 1986).

The personal characteristics considered in this study were socioeconomic factors, personality traits, social characteristics, and product

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