Examining customers’ continuance intentions towards internet banking usage

Publication Type:
Journal Article
Citation:
Marketing Intelligence and Planning, 2017, 35 (6), pp. 756 - 773
Issue Date:
2017-01-01
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© 2017, © Emerald Publishing Limited. Purpose: The purpose of this paper is to identify factors that affect continuance intention towards internet banking usage using the institutional trust theory. Design/methodology/approach: Data were collected from 481 internet banking users from a bank in Ghana using a questionnaire. The respondents were internet banking users. Data were analysed using partial least square-structural equation modelling. Findings: The results from the analysis revealed that information quality, service quality, privacy and security concerns were significant predictors of both trust and satisfaction. Structural assurance and situational normality were also found to significantly affect trust. Other factors that were found to be significant of continuance intention included satisfaction and trust. Originality/value: Studies investigating customers’ continuance intention towards internet banking usage using the institutional trust theory in an emerging economy like Ghana is rare. Hence, this study provides a model for banks operating in Ghana to understand internet banking customers’ continuance intention towards internet banking usage.
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