Abstract:
Purpose: The objective of current research study is to determine the role of different factors
to determine the level of adoption of internet banking in Karachi. This study focuses on
availability of internet technology, convinces, security features, awareness and cost of internet
banking services as different element of internet banking adoption and. its resultant impact on
internet banking users in Karachi. This study helps to determine individual impact of each
independent variable on level of adoption of internet banking and identify most critical factors
responsible for changes in internet banking users in Karachi.
Research Methodology: In this work deductive research approach is followed and study is
primary in nature. This study is casual in nature that is performed to identify the impact of
selected independent variables i.e. level of awareness, level of convenience, security features,
cost structure and availability of internet services on dependent variable i.e. adaptation of
internet banking services. Targeted population of current study is the users of online banking
services users residing in Karachi city. In this research work sample size of 384 has selected.
In this study survey technique has employed to assist in data collection process. In this study
questionnaire is used as data collection instrument. In this thesis work multivariate regression
technique is employed.
Findings of the Research: The results of current study reveal that all selected variables have
positive significant impact on level of adaptation of internet banking services among consumer
at 5percent level of significance while cost of internet banking has negative impact on level of
adaptation of internet banking services among consumer at 5percent level of significance. It
has found explanatory power of level of convenience, security features and level of awareness
among top three independent variables with profound significant impact on level of adaptation
of internet banking services among consumer.
Practical Implications: This study revealed that level of awareness, level of convince, level
of security has significant role in improving level of adaptation of customer toward internet
banking services.
