EFFECTS OF ADVERTISING EFFECTIVENESS AND STRUCTURES OF TECHNOLOGY ACCEPTANCE MODEL ON INTERNET BANKING ADOPTION - CASE STUDY: EN BANK CUSTOMERS IN KHUZESTAN PROVINCE, IRAN

Hani Sharifat

Abstract


Main purpose of this study was measuring direct and indirect effects of some external variables (Advertising effectiveness) and structures of technology acceptance model and determining the contribution of each of these variables in predicting internet banking adoption. Method of this study was quantitative research approach and it was conducted using a survey technique. The data collecting tool was questionnaire and the sample consisted of 384 customers of EN BANK in Khuzestan Province which were selected randomly. Based on the results, the coefficient of determination is 0.65; it means that 65 percent of the dependent variables changes are explained by the independent variables. T-value for perceived usefulness, perceived ease of use, attitude, behavioral intention, and advertising effectiveness showed that the null hypotheses are rejected and these relationships are significant in the model. The relationship of these variables with internet banking adoption is positive and direct. Finally, the research model was tested using path analysis.

 

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perceived usefulness, perceived ease of use, attitude, behavioral intention, advertising effectiveness, and internet banking adoption

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