Internet Banking Adoption by the Customers of Private Sector Banks in India

The rapid advancements in communication and information technology have changed the functional scenario of the banking sector significantly. The savings in time, money and effort by a novel channel of banking called as internet banking has been found to be an optional channel for the traditional banking. The objective of this study is to identify the determinants of internet banking adoption in private sector banks of India. Factors such as perceived usefulness, perceived ease of use, perceived risk, relative advantage and trialability have been found to be the determinants of internet banking in the previous studies. A new variable called conspicuousness has been introduced in the present study. Such a study has not been conducted in the Indian context antecedently. A model has been proposed and tested using various statistical techniques. The findings are of great use primarily for the banks which are planning to offer internet banking services, and for already existing banks to focus on the gaps.