Modeling Customer Intention by Integrating Corporate Image into Technology Adoption Model in Indian Internet Banking Context
Amandeep Kaur1, Garima Malik2
1Amandeep Kaur, Research Scholar, Amity Business School, Amity University, New Delhi, India.
2Dr. Garima Malik, Associate professor, Amity Business School, Amity University, New Delhi, India
Manuscript received on 01 May 2019 | Revised Manuscript received on 15 May 2019 | Manuscript published on 30 May 2019 | PP: 1331-1339 | Volume-8 Issue-7, May 2019 | Retrieval Number: E3020038519/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This study conceptualizes and tests an integrative research model based on extended technology acceptance model (TAM) by integrating corporate brand image to strengthen the customer behavioral intention mediated through brand attitude to contribute to context of e-banking in India. First, the attempt is made to apply the psychological process model of cognitive, affective, and conative dimensions to measure the antecedents and results of corporate image. The study has gathered a total of 455 usable responses by self-administered questionnaire through convenience sampling from young employed graduates aged between 16-29 years. Data for the study has been analyzed using structural equation modeling techniques to test theoretical models to measure the relationship among factors that actually foster customer behavioral intention. The results have provided that brand familiarity, marketing communication (firm & non-firm based) relates to the corporate brand image. Corporate brand image and perceived usefulness significantly builds customer attitude and intention to use internet banking services. However, against the TAM postulation, perceived ease of use does not determine the customer’s intention to adopt internet banking service.
Keyword: Behavioral intention, Corporate Brand Image, Customer Attitude, Internet Banking.
Scope of the Article: Mobile & Broadband Wireless Internet.