Last Updated on October 3, 2023 by Fiza Khurram
Samia Jahangi and Zargham Ullah Khan of the University of the Punjab’s Hailey College of Banking & Finance investigate the complex web of factors influencing the adoption of internet banking (IB) in post-pandemic Lahore. This study examines the influence of trust, subjective norms, perceived utility, perceived ease of use, attitude, and social media on the adoption of internet banking in Pakistan, a country that is coping with smart lockdowns and altering societal dynamics.
The study examines the unique circumstances brought on by the pandemic, in which clever lockdowns in various regions have altered customers’ intentions to implement internet banking. Traditional banking procedures, which are constrained by time-consuming Standard Operating Procedures (SOPs) and health concerns, have prompted a shift in subjective societal norms. When consumers recognize the time-saving and health-related benefits of this change, it is presumed that their attitudes toward internet banking will improve.
This study establishes a vital connection between social media and internet banking adoption, highlighting the central role of platforms in promoting online banking during pandemic situations. Leveraging the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the study distributed 400 questionnaires using both online and physical modalities, with 350 responses collected for analysis.
The questionnaire, which consists of 35 items adapted from the literature, investigates trust, attitude, perceived utility, perceived ease of use, subjective norms, and the impact of social media on internet banking adoption. The study hypothesizes, based on theoretical insights and prior research, that trust, attitude, perceived utility, and perceived simplicity of use will significantly influence the intention to use internet banking. On the other hand, subjective norms are anticipated to have no effect, although the data analysis may alter this result.
Analysis using SPSS and AMOS will provide a nuanced comprehension of the interaction between these variables, casting light on the complex factors influencing internet banking adoption in Lahore after the pandemic.
