A STUDY OF BANK CUSTOMERS’ PERCEIVED USEFULNESS OF ADOPTING ONLINE BANKING

As information technology rapidly changes the fabrics of industries in recent years, the trade of online banking has become more diversified. Specializing in unlimited, speedy and convenient services, online banking has transformed traditional banking in many countries. The managements’ ability to anticipate and respond to such changes in the financial marketplace, thus, has a decisive influence on the success or failure of many retail banks. The present study, exploratory in nature, was intended to develop a comprehensive conceptual framework from which researchers could empirically examine and explain the relationship between customers’ perceived usefulness of online banking and the relative advantages of online banking, its website quality, knowledge & support, information quality and customer trust in Taiwan. Multiple regressions were conducted to test the above-mentioned relationships. The statistical results show that relative advantages, trust and perceived ease of use .are more important and critical to customer’s intention of online banking adoption. This study further offers a marketing insight for managers to effectively deploy online system and service. In designing online banking services, software developers should pay close attention to informative content that will be, above all, perceived by customers as useful and relevant.