FACTORS DETERMINING CUSTOMERS’ ADOPTION OF INTERNET BANKING : A Quantitative Study of Swedish Customers

Abstract: Title: Factors determining customers’ adoption of internet bankingResearch Question: Which factors are important for Swedish customers in the adoption of internet banking? Purpose: The purpose of this study is to identify and analyze the most important factors that can influence the adoption of internet banking by Swedish customers. We focus on the adoption of internet banking by taking into account customer point of view. Methodology: This study employs qualitative as well as quantitative research methods. The qualitative research is conducted by collecting secondary data from full text databases of Mälardalen University, whereas quantitative research is conducted using survey research method. Moreover, this study is based on the deductive approach as conclusions are drawn from theories. Questionnaire Survey: For this study, authors have designed a pre-coded questionnaire and distributed in three cities i.e. Västerås, Eskilstuna and Växjö. Total 420 responses were collected, out of which 402 were found to be complete and therefore used for the purpose of analysis. Target Group: Target readers of this research are academic and professional readers as well as banks. Conclusion: There are numerous factors which are important for the adoption of internet banking by customers. However, the literature and survey results indicate that web usability, security, information quality, trust, service quality, convenience and privacy are the most important factors in the adoption of internet banking. Keywords: Internet banking, e-banking, B2C E-Commerce, technology adoption, TAM.