The practical and managerial implications of the findings are also discussed. The age and gender reveal the moderating effect in each exogenous latent constructs relationship. While security and privacy, and perceived risk are not significant and these are not highly concerned by customers in Internet banking acceptance. The findings show perceived trust and website usability are the possible obstructing factors that highly concerned by Internet banking customers. The structural equation modelling technique is applied and hypotheses are validated. To test the conceptual model, we collected 186 valid responses from customers who use Internet banking in Sri Lanka. This research assimilates constructs such as security and privacy, perceived trust, perceived risk, and website usability. The cultural dimensions, collectivism, and uncertainty avoidance were found to be significant moderators in explaining behavioral intention and usage behavior for online banking.Ĭomparatively a little attention has been paid to the factors that obstruct the acceptance of Internet banking in Sri Lanka. The results validated performance expectancy, facilitating conditions, habit, perceived security, and price value as important antecedents of behavioral intentions. The authors analyzed the model through structural equation modeling. This will provide new insights into the determinants of technology acceptance by considering cultural effects on individual customers. Filling the gap, this paper uses a comprehensive model of extended Unified Theory of Acceptance and Use of Technology (UTAUT2), moderated by cultural variables. Technology acceptance studies are under-researched in this region, especially with innovative models. In developing Asian economies, online banking technology can strengthen financial systems by developing a solid connection between financial institutions and the local populace. The massive growth in digital devices and communication has spotlighted the wisdom of doing financial transactions through online banking. The study broadens the understanding of e-banking in rural areas which might help future researchers and regulators to know and enhance their policy formulation. Moreover, we find that personality openness significantly shapes behav-ioral intentions and trust on the internet moderates between customers' intentions and their usage of e-banking. Our results reveal that performance expectancy, social influence, and effort expectancy have significant and positive impact on behavioral intentions of rural customers in Pakistan. The authors obtained 434 valid responses from universi-ties' students having a rural background and resultantly analyzed through structural equation modeling with Smart-PLS. Using a survey-based questionnaire, data were collected from the customers of rural areas of Pakistan. This paper extends the unified model through personality openness and investigates the moderation of trust between behavioral intentions and usage behavior. This study revolves around this very key issue of e-banking acceptance in the rural areas of Pakistan by employing a comprehensive framework of Unified Theory of Acceptance and Use of Technology (UTAUT), called a unified model by Venkatesh, Morris, Davis, and Davis (2003). The fast-growing phenomenon of electronic banking (e-banking) has taken the world by surprise, and despite its proliferation across the globe, its acceptance has not been too encouraging, especially in the rural areas of the developing countries.
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