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Using Technology Acceptance Model to Investigate Customers’ Adoption of the E-Banking Services in the Gambia

Tzu-Yi Fang, Fengyi Lin, Teng-Shin, Wang, Seedy S. Fofanah

Abstract


The main aim of this study was to examine the factors that may affect the acceptance and adoption of the E-Banking Services in the Gambia using TAM. The new information technology is becoming an important factor in the future development of financial services industry especially in banking services. Fintech is booming in the Gambia and facing with a number of important issues, for example how to take advantage of new technology interact with their customers online through the internet banking. The purpose of this research is to identify the factors that affect customers’ adoption of internet banking services in the Gambia. Technology Acceptance Model (TAM) is the primary basis for this study. The data were collected on experienced users of the internet banking in the Gambia through a questionnaire survey, and a total of 253 usable responses are received out of 367 distributed questionnaires. The structural equation modeling (SEM) method is used in this research. The results indicate that social influence and awareness of service directly affect perceived usefulness and indirectly affect user attitude towards usage and behavior intention of customers’ adoption of internet banking services in the Gambia. The findings from this research provide useful insight for bank managers in the Gambia to develop an appropriate marketing strategy to meet their customer demands.

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