Integration of UTAUT model in internet banking adoption context The media tingroleofperformance expectancyandeffortexpectancy

Integration of UTAUT model in internet banking adoption context: The mediating role of performance expectancy and effort expectancy Abstract Purpose: Technology acceptance especially internet banking adoption has become a vital issue in the business world today. The potential of this technology is enormous. The current study seeks to ascertain determinants of internet banking adoption using unified theory of acceptance and use of technology (UTAUT) and E-Service quality, which accounts for changes in user’s intention to adopt internet banking. Design/Methodology/Approach: The authors collected data from customers of commercial banks using structured questionnaires. The data was collected in four weeks beginning of September 2017. A two stage-approach of confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used for data analysis. Findings: The results reveal that integrated UTAUT model had significant influence on user intention to adopt internet banking. Findings of the structural equation modeling indicated that approximately 80% of the variance in user intention to adopt internet banking was accounted by predictors. The study schematized that assurance is the most influential factor among all other technology and service quality factors. Additionally, performance expectancy and effort expectancy were found positive and significant mediator variables among website design, customer service and customer’s intention to adopt internet banking. Practical Implications: It is recommended that both website designers and managers should focus on technology and service quality factors in order to boost the confidence of internet banking users. Importance performance matrix analysis (IPMA) suggested that managers should provide assurance to internet banking users, so that they could maintain a long term relationship with internet banking services. The study calls researchers to test the integrated UTAUT model in other e-commerce domains such as online booking or online shopping websites. Originality/value: To the best of author’s knowledge, this study is the first that extend the UTAUT model with four e-service quality dimensions namely: website design, customer service, assurance and reliability to investigate user’s intention to adopt internet banking in developing country context of Pakistan. More importantly, the mediating role of performance expectancy and effort expectancy is examined first time within integrated UTAUT model. Furthermore, the integration of UTAUT model contributes to the advancement of internet banking acceptance and offers useful insights to researchers and policy makers on how to enhance internet banking acceptance among customers of commercial banks. Key words: UTAUT; E-Service Quality; Integration; Mediation; Structural equation modeling (SEM)