Factors influencing customers acceptance of Malaysia traditional bank's digital channel

Chan, Huey Teng (2024) Factors influencing customers acceptance of Malaysia traditional bank's digital channel. Final Year Project, UTAR.

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Abstract

This study investigates the factors influencing customer acceptance of digital banking channels offered by traditional banks in Malaysia. A quantitative research design was employed, collecting data through a structured questionnaire from 173 respondents. The study examined perceived usefulness (PU), perceived ease of use (PEOU), social influence (SI), trust in cybersecurity (TCS), and technological readiness (TR) as potential determinants. Multiple linear regression analysis revealed that PU, PEOU, TCS, and TR significantly predict customer acceptance of digital banking, while SI was found to be insignificant. Additionally, this research tested demographic factors, including gender, age, income, and education level, as moderators influencing the relationship between these variables and customer acceptance. The findings emphasize the importance of usability, cybersecurity, and technological readiness while highlighting the need to address demographic disparities. These insights provide actionable strategies for traditional banks to enhance customer trust and engagement, ultimately driving greater adoption of digital banking channels. Keywords: Internet Banking, Mobile Banking, Technology Acceptance Model (TAM), Perceived Usefulness, Perceived Ease of Use, Trust on Cyber Security, Social Influence, Technological Readiness, Demographic factors

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