consumer acceptance

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.


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


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.


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]


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:


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

consumer acceptance

Documents