Journal of Theoretical and Applied Information Technology 10th April 2015. Vol.74 No.1

INITIAL TRUST IN INTERNET BANKING SERVICE IN JORDAN: MODELING AND INSTRUMENT VALIDATION

ALI ALJAAFREH, AHMED AL-ANI, RAID ALADAILEH, RASHA ALJAAFREH

ABSTRACT

As with many other e-services, the adoption rate of Internet banking services (IBS) in developing countries is relatively low compared to developed countries. It is well-established that customer’s trust plays an important role in adopting new technologies, and hence, initial trust could be the first issue that needs to be investigated when studying the adoption of online banking. The aim of this study is to develop and validate a research instrument empirically, and then use it to examine a proposed conceptual model of initial trust for IBS in developing countries. The model’s constructs are integrated from the trust literature, diffusion of innovation theory (DoI), and the Hofstede’s culture theory. This paper also aims to develop and validate a research instrument to examine the research model. We conducted a pilot study in Jordan, one of the developing countries in the Middle East. A survey was carried out, and a total of 75 responses were gathered in the study. The collected data was analyzed using IBM SPSS 22.0. Results of the pilot study are used to validate the instrument and to refine the proposed model. The validated and refined instrument will be used to examine the model in the intended primary study.

Keywords: Initial Trust, Developing Countries, Internet Banking Services, Customer Behavior, National Culture.