The Role of Social Media in Shaping Consumer Attitude Toward the Internet Banking

Abstract

This study explores the Role of social media in Shaping Consumer Attitude Toward Internet Banking perceived factors—Ease of Use, Usefulness, Behavioral Control, and Risk—on customer attitudes toward internet banking adoption. As digital banking becomes increasingly prevalent, understanding the key drivers influencing customer perceptions is critical for improving adoption rates and service satisfaction. Grounded in the Technology Acceptance Model (TAM) this research employed a quantitative approach, using a structured survey questionnaire distributed among 217 internet banking users. The data was analyzed through regression and correlation analyses to determine the significance of these factors. The findings reveal that all independent variables significantly influence customer attitudes, with Perceived Risk having the strongest impact, followed by Perceived Ease of Use, Perceived Usefulness, and Perceived Behavioral Control. Perceived Ease of Use and Usefulness demonstrate that intuitive designs and clear benefits play a pivotal role in shaping positive attitudes, while Perceived Behavioral Control highlights the importance of empowering customers through user-centric features. Perceived Risk, however, emerged as a critical barrier, underscoring the need for banks to enhance security measures and address trust concerns. This study contributes to both academic literature and practical banking strategies by providing actionable insights into how financial institutions can optimize their internet banking platforms. It also offers a foundation for future research to explore additional factors such as technological innovations and cultural influences. These findings are particularly relevant for financial institutions aiming to improve customer satisfaction, trust, and adoption of internet banking in an increasingly competitive digital landscape.