Determinants of e-banking adoption: A non-users perspective in Pakistan

This study has attempted on a motivation to identify the factors that determine the intention of non-users of e-banking service in Pakistan. In this sense, the present study has combined Davi’s technology acceptance model (TAM) with external factors, namely subjective norm (SN), trust (TR), technological self-efficacy (TSE), internet experience (IE) and enjoyment (ENJ) to introduce an extension of the TAM model for the non-users of e-banking service.The proposed TAM model was evaluated in a sample of 412 respondents under the framework of structural equation modeling (SEM). For this purpose, we have used Analysis of Moment Structures (AMOS) 21 to test the hypothesized model. Overall, the empirical outcome suggests that the ENJ had a greater total effect on perceived usefulness (PU) and perceived ease of use (PEOU) while, SN showed a greater total effect on the intention to use (ITU) the e-banking service. Furthermore, the TAM model in our study has successfully extended in order to predict non-users intention to use e-banking service.The study has offered a new and useful insights in the existing literature of the TAM model, specifically for the non-users perspective.