The effect of motivation on trust in the acceptance of internet banking in a low income country

Purpose – The aim of this study is to find out the type of motivation that provokes an individual to trust and use the internet banking system in a low income country. In this paper, extrinsic motivation and intrinsic motivation are studied that may build trust in an individual to accept internet banking technology. Design/methodology/approach – With the sample size of 109 respondents, structural equation modeling is used to find the measurement and the structural model for this research. Findings – Extrinsic motivation did not fit within the measurement model and was therefore excluded. Finally, the research model showed that intrinsic motivation is responsible in building user's trust in the acceptance of internet banking. Research limitations/implications – This research is difficult to generalize because of the relatively small sample size. However, the sample has been taken from the biggest city of Pakistan, Karachi, which accommodates people from almost every region of the country suggesting that the results could be generalized to an extent. Future research can use this model to study the adoption of internet banking in other regions. Practical implications – This research contributes to the banking industry including foreign banks that have laid the foundations and infrastructure for a robust internet banking environment but still have not reached the optimal user base due to lack of trust. Banks need to follow a strategy to work on intrinsic motivational factors such as perceived ease of use, and perceived enjoyment to induce trust in individuals to attract more internet banking users. Originality/value – Despite the benefits, internet banking is not being used extensively in low income countries. The research fills the gap for the low income country by using the motivation theory and the technology acceptance model to increase the level of trust in individuals to adopt internet banking. This integrated model can also be applied to other developing countries which are relatively new to internet banking.