Intention to use e-banking services in the Jordanian commercial banks

Purpose - The purpose of this paper is to investigate the essential factors influencing the adoption and use of e-banking services as perceived by customers of the Jordanian commercial banks. Design/methodology/approach - This paper adapts and modifies the unified theory of acceptance and use of the technology model. Modifications were made to explain intention to use e-banking services. Findings - The modified model explained 0.887 of behavior intention variance and 0.516 percent of the intended degree of e-banking services use variance. Three constructs are found to be good predictors: effort expectancy (EE), social influence, and perceived e-banking services quality. Performance expectancy and hedonic motivation are not significant predictors. However, all three predictors were significantly moderated by age only. Research limitations/implications - As with any research in the field of IT adoption and consumer behavior, researchers should take into consideration the generalization of their empirical findings. The generalization could be enhanced if future research uses the Jordanian baking sector which includes Jordanian and non-Jordanian banks. Finally, the current research findings are based on the cross-sectional research method. Taking this fact into consideration, the relation between intention and actual use may raise questions. One solution is to study intention and actual use at different points in time by conducting longitudinal research to access and test the research hypotheses. Practical implications - Managers need to focus on promoting e-banking services in terms of consumer's EE, social influence, and e-banking service quality. Since young consumers are early adopters, Jordanian banks need to introduce added entertainment values for youth and extra convenience for older consumers. Originality/value - The main contributions revolve around developing a better understanding of the essential factors influencing the adoption and use of e-banking services. This research incorporates a new variable: perceived e-banking quality. Thus, the proposed model provides better explanatory power than previous research.