Title: Malay Chinese and Internet Banking.
Journal: Chinese Management Studies,
Volume: 4, No. 22, 2010.
Author: (a) Khalil Md Nor (Department of Management, UniversitiTeknologi Malaysia, Johor) (b) JanejiraSutanonpaiboon (Department of Business Administration, School of Business and Economics, Sonomo State University, Rohnert Park, California, USA and (c) Nor HamimahMansor (Department of Management, UniversitiTeknologi Malaysia, Johor)
Internet banking is increasingly becoming a popular channel for banks to provide banking services to their customers. The trend is not isolated in developed countries but also is taking place in developing and less developed countries. The widespread of Internet Banking is probably due to its benefits. In Malaysia internet banking was officially allowed by the Malaysian Central Bank on June 1, 2000. Malayan Banking Berhad (Maybank) was the first bank to offer internet banking in Malaysia so called Maybank2U. Currently, most major banks in Malaysia offer internet banking services. Researchers have applied many theories to predict factors that influence individuals to use Internet Banking. The technology acceptance model (Davis, 1989), the theory of reasoned action (Fishbein&Ajzen, 1975), the theory of planned behavior (Ajzen, 1991), the innovation diffusion theory (Rogers, 1995), and the decomposed theory of planned behavior (Taylor & Todd, 1995) have been successfully forecast the factors that influence individuals to use Internet banking. The theories have contributed significantly in providing strategic guides to respective institutions to enhance the adoption of Internet banking. 2. OBJECTIVE
The purpose of this paper is to looks at factors that influence banking customers’ intention to use Internet banking. The emphasis is on the impact of cultural trait against the intention to use the technology. Using Technology Acceptance Model (TAM) and trust literature, the study investigates the influence of perceived ease of use, perceived usefulness, and trust on the intention to use Internet banking among the Malay and Chinese Malaysian ethnic groups. The respondents of the study were students. They were divided into two groups based on their ethnic background to see whether is there any salient different in the factors that influence the intention to use the internet banking between the groups. It was assumed that individual differences which are connected with the ethnic group may influence factors that affect the intention to use the technology. Further testing of the regression coefficients reveal important cultural traits that may explain the differences in the level of influence of each attribute on the intention to use. It is suggested that different cultures may h...