The Moderating Impact of Gender on the Determinants of Behavioral Intention Towards Internet Banking in India
The IUP Journal of Bank Management, Vol. XVII, No. 4, November 2018, pp. 7-35
Posted: 23 May 2019
Date Written: November 6, 2018
The purpose of this paper is to empirically investigate the moderating impact of gender on perceived usefulness, perceived ease of use, attitude towards internet banking, benefits of internet banking, hindrances, as well as the influence of demographic variables on behavioral intention of the customers in the Indian internet banking context. A structured questionnaire was administered to collect data from 350 users of internet banking, representing a cross-section of population in terms of gender, age, education, occupation and income. A three-step hierarchical regression was employed to test the proposed research model. The measurement scales were tested for internal consistency of the data through various reliability and validity procedures. The results of this study suggest that the moderating effect of gender on the variables of perceived ease of use, perceived usefulness, hindrances and the demographic factor of the users, namely, age, is statistically significant. The present study would assist the marketing managers of internet banking to have an augmented understanding of the dimensions that encourage in embracing internet banking usage. The study contributes to the existing literature by exploring the dimensions in persuading the consumers’ readiness to accept the usage of internet banking services moderated by gender differences, in the Indian context.
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