The role of perceived usefulness, perceived ease of use, security and privacy, and customer attitude to engender customer adaptation in the context of electronic banking

The initial results of the study indicate that perceived usefulness, ease of use, security and privacy, and customer attitude are significantly and positively related to customer adaptation.

Abstract

This research intends to propose a conceptual framework that will investigate the effects of perceived usefulness, ease of use, and security and privacy on customer adaptation mediated through customer attitude in the context of e-banking. To test the framework, structural equation modeling techniques have been applied to data collected from 227 customers of private commercial banks in Bangladesh. Primarily this study aims to test the theoretical models to measure the causality whether perceived usefulness, ease of use, security and privacy, and customer attitude can foster customer adaptation. The initial results of the study indicate that perceived usefulness, ease of use, security and privacy, and customer attitude are significantly and positively related to customer adaptation. Implications for practicing managers and for future research are discussed.   Key words: Perceived usefulness, perceived ease of use, security and privacy, customer attitude, customer adaptation, electronic banking.