An Empirical Study of the Impact of Brand Name on Personal Customers' Adoption of Internet Banking in Hong Kong

This study investigates whether brand name has an impact on personal customers’ adoption of Internet banking (IB) in Hong Kong. Based on the Technology Acceptance Model (TAM) with proper adaptation to the online environment, we propose a model comprising an external factor, namely brand name, and three constructs of technology adoption, namely perceived credibility, perceived usefulness and perceived ease of use to assess customers’ intention to use IB. In addition, we investigate the difference in the brand name’s effect on customers’ adoption of IB between banks with larger market shares and banks with smaller market shares. We collected data through a questionnaire survey and analyzed the data using structural equation modeling (SEM) to investigate the inter-relationships between the constructs and assess the overall explanatory power of the model. The results provided support for the model and confirmed its robustness in predicting the impact of brand name on personal customers’ adoption of IB in Hong Kong.