Applications of planned behavior theory on internet banking services adoption in Jordan: Structural equation modeling approach
Malek Mohammad AL-Majali, Nik.Kamariah Nik Mat
Although banks are investing more into online banking innovation to be at par with the world information technology advances, the internet banking services adoption (IBSA) in Jordan is still lagging behind. This paper is concerned with an empirical investigation of factors that could predict successful IBSA in Jordan through the applications of planned behavior theory (TPB). This theory suggests that three independent variables (exogenous): attitude, subjective norm and perceived behavior control could have a direct impact on intention and indirect impact on IBSA. This study uses a questionnaire survey data of 517 Jordanian public university employees as customers of internet banking services. Confirmatory factor analysis (CFA) was performed to examine the composite reliability and convergent validity of the measurements, and the structural equation modeling (SEM) was used to evaluate the causal model. Results of the study demonstrate significant and positive direct relationships between attitude, subjective norm, perceived behavior control and behavior intention. Similarly, direct significant and positive linkages between attitude, subjective norm, perceived behavior control, behavior intention and IBSA were observed. However, behavior intention does not have a mediating effect on the three linkages (attitude, subjective norm and perceived behavior control) with IBSA. This study concludes that the original TPB has a strong predictive power to explain IBSA in Jordan.