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A Cultural Model of Online Banking Adoption: Long-Term Orientation Perspective
Abstract
Because the technology acceptance model (TAM) may not be applicable to all cultures, conducting studies from a cultural perspective to support research on the adoption of online banking can contribute to the TAM literature. A research framework based on the extended TAM is developed to examine the effects of efficacy (computer self-efficacy), social status (subjective norms) and belief variables (perceived usefulness and ease of use) on customers' adoption intentions. The effect of the interaction between the cultural value of long-term orientation and the TAM is examined. A voluntary survey involving a total of 376 potential adopters was conducted in an online banking setting in Taiwan. The results confirm previous TAM findings that both efficacy and belief variables have significantly positive direct and indirect effects on adoption, but under the cultural influence of long-term orientation, customers remain hesitant to use online banking because they are more concerned with face-to-face long-term bank relationships to ensure future gratification than with current social status.
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