Customer acceptance of internet banking: Integrating trust and quality with UTAUT model

Financial sector is one of the business areas that have been most affected by the spread of Internet. Although millions of dollars have been spent in building online banking systems, reports have shown that potential users may not use the systems for various reasons. So there is a need to identify the factors that determine customer acceptance of Internet banking services. Based on the UTAUT model, the IS quality constructs, and the concept of trust, a comprehensive research model was developed and empirically examined. Results of the data analysis strongly support the model as well as 11 of the 14 proposed hypotheses.