The Differences between Online Banking Users and Non-users

Abdullatif Alhudaithy¹

¹King Kalid University, Saudi Arabia

Abstract

This study examines factors influencing intentions towards internet banking (IB) among bank clients in Saudi Arabia. Specifically, it examines the differences between IB users and non-users in their characteristics and in the factors that influence their intention to start or continue using IB. Design, Methodology, Approach; Questionnaires based on the Decomposed theory of Planned Behaviour (Taylor and Todd, 1995) were administered online to existing IB users (N= 651) and in person to non-users (n=408), all clients of Riyad bank in (Riyath), Saudi Arabia. Findings; Perceived Relative Advantage and Compatibility, Ease of Use, Self-efficacy, Resource Facilitating Conditions and Perceived Website Characteristics are significant in predicting users’ intention to continue using IB, but not in non-users’ intention to start; for non-users, only Perceived Trust and Subjective Norms are significant. Practical Implications; Banks’ strategies to encourage adoption of IB should include two dimensions, Non-users should be targeted by emphasising safety, security and social acceptance; users by enhancing the features important to them, with website design of key importance. Originality and value; the research refines and extends the original DTPB model with the addition of a new construct, Website Features. It confirms and clarifies the distinction between technology users and non-users suggested in previous research. It also provides insights from a novel context, Saudi Arabia, contributing to cross cultural understanding of technology adoption.

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Cite this Article as Follows

Abdullatif Alhudaithy. "The Differences between Online Banking Users and Non-users."International Conference on eBusiness, eCommerce, eManagement, eLearning and eGovernance (2015): 26-38. Print.