Impact Of Personal Factor On Intention To Adopt I-Bill Payment: The Moderating Effect Of Information Valence
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Date
2015-02
Authors
BENRIT, PARICHERD
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Abstract
The increasing in the introduction of self-service banking technology (SSBTs)
among the banking customers enhance needs need to understand the factors that
influence customer adoption decisions. This study aims to investigate the factors that
may influence customer intention to adopt i-bill payment from non-adopter customer
perspective. In line with its overall aim, this study proposes personal factors as
factors that predict the intention to adopt i-bill payment among bank customers. This
study also examines the moderating role of information valence on the relationship
between personal factors and the intention to adopt i-bill payment. The social
cognitive theory was used as the foundation to form the conceptual model. The
survey research used structured questionnaires to collect data from 516 bank
customers in Thailand, which were tested using SPSS. The findings of the current
study found that all four personal factors significantly influence customers‟ intention
to adopt i-bill payment. The sequence of the importance variable are as following
personal needs, personal ability, personal innovativeness and preference personal
contact respectively. orientated information and risk orientated information acted as
moderator role between personal factors and intention to adopt. This research
concluded with further discussion findings as well as the limitations, theoretical and
practical implications of the study.
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Keywords
Impact Of Personal Factor On Intention To Adopt I-Bill Payment , The Moderating Effect Of Information Valence