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consumer acceptance towards e-banking
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Running Head: CONSUMER ACCEPTANCE AND E-BANKING
Consumer Acceptance towards E-Banking Technology in the UK
Research Proposal
By
[Your official name]
[Degree Title], [university], 20XX
Consumer Acceptance And E-Banking 2
1. Contextual Background
Technological evolution has significantly affected the banking sectors across the globe.
Increasing competition in the banking sector has forced the banks to look for new markets to
enter, which is why financial institutions are increasingly offering e-banking (electronic banking)
products and services (Al-Smadi, 2012, p.294). In the banking sector, development of
Information Technology has resulted in more flexible payment options and more accessible and
user-friendly financial services. Internet or e-banking allows customers to use Internet to access
their accounts and make transactions online, transfer funds, check their account balances even
when banks are closed, pay their bills online, saving time and money (Hassanuddin, Abdullah,
Mansor and Hassan, 2012, p.136). They are also able to compare services that different banks
offer (p.136).
However, along with the various benefits that e-banking provides, there are various risks
associated with it, for example, security and privacy issues (Dixit and Datta, 2010, p.2). The
major challenge for banks with respect to internet or e-banking is customer’s acceptance towards
e-banking technology and building their trust towards security and privacy issues associated with
e-banking. Other issues involve awareness of e-banking technology, products and services,
accessibility i.e. convenience and ease of use, usefulness of technology, stability and quality of
Internet, etc. (Hassanuddin et al., 2012, p.137).
An initial review of literature has revealed that there are hardly any studies investigating
consumer acceptance of e-banking technology in the context of the UK. Therefore, the aim of
this research is to address this research gap by analysing the level of acceptance of e-banking
technology among consumers in the UK banking sector as well as factors enabling and inhibiting
consumer acceptance of e-banking technology.
Consumer Acceptance And E-Banking 3
2. Objectives of the Study
To study the use of e-banking technology in the UK
To investigate the factors contributing to consumer acceptance towards e-banking
technology in the UK
To determine the level of acceptance of e-banking technology among the consumers of
the UK banking sector
To provide recommendations to the banking sector for developing effective strategies to
increase acceptance of e-banking technology among the consumers
3. Research Questions
What are the enablers and inhibitors of consumer acceptance towards e-banking
technology?
How do consumers’ perceived usefulness, ease of use and security and privacy affect
their use of e-banking technology?
How accepting are the UK consumers towards e-banking technology?
4. Methodology
This study will take the form of an explanatory, deductive and quantitative research based
on the post-positivist paradigm. Primary data for this study will be collected through online
surveys, using close-ended questionnaires as the research instrument. Sample size will be n=200
consumers of various banks in the UK, selected through non-probability sampling method and
purposive sampling technique. Sample will include consumers of UK banks who are over 18
Consumer Acceptance And E-Banking 4
years of age, are residents of the UK and have access to a computer and Internet. Data will be
analysed using SPSS (Statistical Package for Social Scientists).
5. Theoretical Model
Figure 1: Technology Acceptance Model
Source: Legris, Ingham and Collerette (2003, p.193)
Technology Acceptance Model will be used as a theoretical and conceptual framework to
analyse how external variables, i.e. perceived usefulness and perceived ease of use affect the
attitude of consumers towards e-banking technology, how their attitude determines their
behaviour intentions to use e-banking technology and how behavioural intentions in turn
determine the actual use of that technology. The impact of one additional factor i.e. perceived
security and privacy will be determined on the consumer acceptance of e-banking technology.
Consumer Acceptance And E-Banking 5
References
Al-Smadi, M. O. (2012) Factors affecting adoption of electronic banking: an analysis of the
perspectives of banks' customers. International Journal of Business and Social Science,
3(17), pp.294-309. Available from:
http://ijbssnet.com/journals/Vol_3_No_17_September_2012/33.pdf [Accessed 5th
November, 2015]
Datta, S. K. (2010) Acceptance of e-banking among adult customers: an empirical investigation
in India. Journal of internet Banking and Commerce, 15(2), pp.1-17. Available from:
http://www.arraydev.com/commerce/JIBC/2010-08/Dixit.pdf [Accessed 5th November,
2015]
Hassanuddin, N. A., Abdullah, Z., Mansor, N. and Hassan, N. H. (2012) Acceptance towards the
use of internet banking services of cooperative bank. International Journal of Academic
Research in Business and Social Sciences, 2(3), pp.135-147. Available from:
http://www.hrmars.com/admin/pics/677.pdf [Accessed 5th November, 2015]
Legris, P., Ingham, J. and Collerette, P. (2003) Why do people use information technology? A
critical review of the technology acceptance model. Information & management, 40(3),
pp.191-204. Available from:
http://cgit.nutn.edu.tw:8080/cgit/PPTDL/TKW_091026163704.PDF [Accessed 5th
November, 2015]
Consumer Acceptance And E-Banking 6
Appendix
Preliminary Dissertation Proposal
(On-Campus Students Only)
Please complete this form and submit a paper copy to reception no later than Friday 6th
November 2015
Name:
Date:
E-mail:
Student Number:
Topic Area For Research: Please Tick
HRM & Leadership
Marketing / Strategy / Innovation
Finance and Enterprise
Key Question(s)
What are the enablers and inhibitors of consumer acceptance towards e-banking
technology?
How do consumers’ perceived usefulness, ease of use and security and privacy affect
their use of e-banking technology?
How accepting are the UK consumers towards e-banking technology?
Availability of evidence and relevant literature: Reference journal examples
Al-Smadi, M. O. (2012) Factors affecting adoption of electronic banking: an analysis of the perspectives of banks' customers. International Journal of Business and Social Science, 3(17), pp.294-309. Available from:
Consumer Acceptance And E-Banking 7
http://ijbssnet.com/journals/Vol_3_No_17_September_2012/33.pdf Datta, S. K. (2010) Acceptance of e-banking among adult customers: an empirical
investigation in India. Journal of internet Banking and Commerce, 15(2), pp.1-17. Available from: http://www.arraydev.com/commerce/JIBC/2010-08/Dixit.pdf
Hassanuddin, N. A., Abdullah, Z., Mansor, N. and Hassan, N. H. (2012) Acceptance towards the use of internet banking services of cooperative bank. International Journal of Academic Research in Business and Social Sciences, 2(3), pp.135-147. Available from: http://www.hrmars.com/admin/pics/677.pdf
Legris, P., Ingham, J. and Collerette, P. (2003) Why do people use information technology? A critical review of the technology acceptance model. Information & management, 40(3), pp.191-204. Available from: http://cgit.nutn.edu.tw:8080/cgit/PPTDL/TKW_091026163704.PDF
Possible research methods:
Deductive Approach Quantitative Research Design Survey Close-ended Questionnaires using 5-point Likert Scale Non-Probability Sampling Method and Purpose Sampling Technique Sample Size = 200 consumers of various Banks in the UK Data Analysis using SPSS
Timescale and planning of activities
Submit Proposal: 6th November 2015 Conduct Literature Review: 7th-15th November 2015 Design Research Methodology: 7th November 2015 Design Survey Questionnaires: 8th November 2015 Collect Data: 9th-15th November 2015 Write Chapter 1 – Introduction: 10th-15th November 2015 Write Chapter 2 - Literature Review: 16th – 22nd November 2015 Write Chapter 3 - Research Methodology: 23rd-27th November 2015 Write Chapter 4 - Analysis and Discussion: 28th November 2015 – 2nd December,
2016 Write Chapter 5 - Conclusion and Recommendations: 3rd-7th December, 2016