Trust, Social Influence, Self‐Efficacy, Perceived Risk and Internet Banking Acceptance: An Extension of Technology Acceptance Model in Indian Context

Understanding the main factors of Internet banking adoption is important for both banks and users. This paper presents an extended technology adoption model (TAM) with special reference to trust, risk, self‐efficacy and social influence, aiming to examine the factors affecting Indian consumers intentions to adopt Internet banking services. A measuring instrument is developed from existing literature and is employed personally to gather data from post-graduate students of Pondicherry University. The survey resulted in useful responses which are further analysed by employing exploratory factor analysis and multiple regression. The results indicated that perceived usefulness, perceive ease of use, perceived enjoyment, perceived image, social influence and trust in Internet banking have significant positive effect on behavioural intention. Further, it is found that perceived risk exerts significant negative effect on consumers' intention to use Internet banking.