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The antecedents of customers’ attitude and behavioral intention of using e-banking: the moderating roles of social influence and customers’ traits

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Abstract

This study examines the four antecedents of customers’ attitudes and two moderating effects of social influence and customers’ traits on the effects of both cognitive and hedonic (emotional) factors on customers’ attitude toward using e-banking. Additionally, this study explored the impacts of three driving factors including attitude, diffusion of innovation, and perceived behavioral control on customers’ behavioral intention of using e-banking. PLS-SEM was applied to examine the data from a survey of 360 respondents who were using e-banking in Cambodia. The results confirmed both cognitive and hedonic factors, diffusion of innovation, perceived behavioral control significantly affected customers’ attitudes, while the three determinants of customers’ behavioral intention confirmed in this study are diffusion of innovation, perceived behavioral control, and attitude. Additionally, social influences and customers’ traits significantly moderated the relationships between cognitive, hedonic factors and customers’ attitudes. Interestingly, this study verified the partial mediating effects of attitude on the two relationships between diffusion of innovation and intention and between perceived behavioral control and intention. Given that both cognitive and experimental aspects of logic may be influential for the promotion of banking adoption, none of the previous studies have integrated relevant variables from both aspects to develop a comprehensive research model and empirically test the viability of the model. This study offers a novel integration of the theory of reasoned action, the technology acceptance model, the theory of planned behavior, and the diffusion of innovation theory, to examine the antecedents of customers’ attitudes and behavioral intentions, under the two moderating effects of social influence and customers’ traits. The findings will be valuable for bank managers implementing e-banking strategies.

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Authors and Affiliations

  1. Program of International Business Administration, Nanhua University, Chiayi, Taiwan

    Ying-Kai Liao

  2. Faculty of Interdisciplinary Studies, University of Social Sciences and Humanities, Viet Nam National University, Ho Chi Minh City, Viet Nam

    Hong-Loc Thi Nguyen (Rush)

  3. Lincoln University College, Kota Bharu, Malaysia

    Hong-Loc Thi Nguyen (Rush)

  4. Faculty of Economics and Management, International School, Vietnam National University, Hanoi, Viet Nam

    Tuan Cong Dao

  5. International Business and Economics, FH, University of Applied Sciences, Schmalkalden, Germany

    Phuong-Thy Thi Nguyen

  6. Department of Business Administration, Nanhua University, Chiayi, Taiwan

    Hum Sophea

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  1. Ying-Kai Liao
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Liao, YK., Nguyen (Rush), HL.T., Dao, T.C. et al. The antecedents of customers’ attitude and behavioral intention of using e-banking: the moderating roles of social influence and customers’ traits. J Financ Serv Mark (2023). https://doi.org/10.1057/s41264-023-00254-4

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