The determinants of the online banking adoption behavior by the theory of trying in developing countries: The case of Pakistani banks

Abstract

The theory of trying postulates that in the less technologically advanced developing countries, online banking adoption behavior is a function of three attitudes rather a single attitude. These three attitudes are attitudes towards successes, failure, and learning that are expected to determine online banking adoption. These three attitudes, in turn, are dependent upon two crucial individual traits, overall self-confidence, and cynicism. However, the previous literature has not provided conclusive empirical evidence about this issue particularly in the less technologically advanced context of South Asia. Consequently, the purpose of this study was to test the role of these three attitudes and two traits as the determinants of the online banking adoption behavior. The data was collected from 215 customers who were already using the online banking in the District Attock, Pakistan. Structural equation modeling with partial least squares was applied for hypotheses testing. The results point that in the developing context of Pakistan, all the factors - attitudes and traits - are significant predictors of online banking adoption behavior.