THE FACTORS THAT INFLUENCE CUSTOMER BEHAVIORAL INTENTION TO ADOPT INTERNET BANKING IN PAKISTAN

Abstract

Purpose The main aim ofthis study was to analyze the factors that impact customers' behavior intention to use internet banking in Pakistan. This study has used the UTUAT model to investigate the impact of internet banking and its adoption. The factors that were selected to conduct the study are; performance expectancy, effort expectancy, social needs, security risk, and trust. Methodology & Design This study was conducted by using the quantitative method and a questionnaire was constructed on Google form to gather data from the respondent. The sample size ofthe study was n=375. The questionnaire was distributed among friends, family, university students, and employees working in different organizations. Findings The findings showed that all the factors i.e. performance expectancy, effort expectancy, social needs, security risk, and trust have a significant relationship with customers’ behavior intention to adopt internet banking and were consistent with the past studies. Limitations There were some limitations in this study such as this study has used the UTAUT model, so there are chances that some factors were not included. Due to limited budget and time constraint cross sectional method and convenience sampling was used. Lastly, the data collected is not from all over Pakistan; therefore, it cannot be considered as a generalized opinion ofthe people. Recommendations The bank should consider making website and applications that are easy to use, requires less effort, and customer can understand them without having any difficulty. Banks should start a campaign to motivate the users to spread awareness about internet banking among their social circle.Moreover, provide a secure and trustful system by protecting personal information and accurate transactions.