DISCOMFORT AND INSECURITY AS MODERATORS IN TAM AMONG RURAL WOMEN USERS OF E_BANKING SERVICES
Abstract
Purpose: This study examines the relationship between citizens' readiness in using e_Banking services and intention to use the same. This is an attempt to analyse the moderating role of Technology readiness by the users, in the acceptance of e_Banking services.
Methods: An empirical investigation was conducted among 298 women by employing a survey method. Both offline and online modes were used for data collection.
Findings: Analysis results shows that insecurity in using technology moderates PU-BI and does not moderate PEOU-BI. Likewise, discomfort with technology moderates PEOU-BI and does not moderate PU- BI relationship.
Theoretical implication: The study validates the Existing TAM model and by examining Insecurity and discomfort as moderators, addresses the extant literature that presents fragmented views.
Practical implication: The immediate implications are for the researchers who wish to examine the applicability of Technology readiness constructs in TAM. The study is also useful to the service providers as it gives insights into the importance of addressing the inhibitions to use the technology.
Originality: This study examines the relationship between citizens' readiness and intention. By incorporating the individual traits as moderating variables to the TAM whereas, prior studies have investigated the direct relationship between technology readiness and intention to use the e_banking services.
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References
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