Online banking in Bahrain: role of attitudes and beliefs in shaping consumer behavior toward adoption.

Abdulrahman, Latifa (2008) Online banking in Bahrain: role of attitudes and beliefs in shaping consumer behavior toward adoption. PhD thesis, Edinburgh Napier University.

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    The advancesin communicationa nd computert echnology and the availability
    of the Internet have made it possible that people can do most of their banking
    transactions from a remote location even without having the need to visit their
    local branch. With the growing reputation of Bahrain as a financial centre in
    the Arabian Gulf region, existing banks face intensive competition from new
    comers which made the banking industry in Bahrain opt for a more aggressive
    approach in the development of new online banking services.
    This thesis reports key findings from an empirical study of the Bahraini
    banking customer experiences with the adoption of online banking. It
    provides an understanding of what and how the specific factors influence the
    decision making process of the bank customers whether or not to bank on the
    Internet in the Bahraini context. It utilises a theoretical model to examine the
    intent to adopt online banking service. Using an amalgamated model adapted
    from two models in the fields of technology research and technology
    acceptance, this research analysed the relationships between the intention to
    adopt online banking services and the attitude toward online banking use,
    subjective norm toward online banking use, selected user perceptions
    (perceived usefulness, perceived ease of use, perceived risk, perceived
    behavioural control) and selected user characteristics (age and income).
    A questionnaire was employed to collect the data for this research and path
    analysis was used to analyse the relationships between the proposed model
    variables. Out of the 13 original model hypotheses, 9 were confirmed.
    However, the overall model was found to be weak in explaining the
    relationships regardless of their significance. Furthermore, current non-users
    were segmented and a binary logistic regression was used to predict the
    possibility of future adoption among this segment. It was concluded that
    about 88% of current non-users are predicted to be future online banking
    users in Bahrain.
    In general, the behavioural intention to adopt online banking service in
    Bahrain was found to be driven primarily by attitudes toward online banking
    services, and customers' perceived behavioural control. The practical and
    theoretical implications of these findings are discussed. In summary, this
    research helps to identify perceptions and factors that explain the intention to
    adopt online banking service. These factors may be important to the banks
    and policy makers who wish to encourage the widespread adoption of online banking services in Bahrain

    Item Type: Thesis (PhD)
    Uncontrolled Keywords: Online banking; Bahrain; consumer behavior; attitudes; belief;
    University Divisions/Research Centres: The Business School > School of Accounting, Economics and Statistics
    Dewey Decimal Subjects: 300 Social sciences > 330 Economics > 332 Financial economics
    Library of Congress Subjects: H Social Sciences > HG Finance
    Item ID: 3709
    Depositing User: Mrs Lyn Gibson
    Date Deposited: 18 Mar 2010 13:24
    Last Modified: 12 Jan 2011 04:55

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