Factors Affecting the Use of Online and Internet Banking in Cambodia
Keywords:
Online and internet banking, Trust, Intention to use, Actual useAbstract
Online and internet banking are the services that can be electronically performed at home or organization via a telecommunication network or the web site. Online and internet banking is increasingly adopted by Cambodian people. Therefore, this paper aims to investigate the factors affecting the use of online and internet banking in Cambodia by selecting the top three commercial banks and three microfinance deposit taking institutions as a case study. The study is useful for the banking and financial institutions, and marketing practitioner to understand the customers’ usage behavior. Quantitative research method is adopted and applied multi-stage sampling technique of probability and non-probability sampling methods for data collection. A data of 600 samples was collected from target respondents who aged 18 or above and have experience in using online and internet banking services. The data was analyzed by using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to ensure the model fitness, consistency and causal relationship between variables. The measurement model from CFA has proven the model fitness and consistency in the variables. The result of structural model from SEM indicates that perceived usefulness and ease of use had significant effect on intention to use while government support did not have an effect. Quality of information, perceived security, and customer service and support significantly affected trust, except for perceived privacy. Finally, intention to use and trust explained actual use. Users’ decision on using online and internet banking is based on the information content, customer care services, information protection, advantages, and convenience to use but not relevant to government support and privacy.
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