Adoption Intention of Banks’ Customers on Internet Banking Service

Abstract

Failures in launching technological innovations inevitably have considerable costs and understanding these costs is important for organizations which are introducing new products and services into the marketplace. This article considers the said issue with reference to the adoption of internet banking services in Thailand. A questionnaire was used to examine the relationship between acceptance and customer characteristics and perceived characteristics of internet banking. Using logistic regression analysis, six significant explanatory variables were uncovered: opinion leadership, relative advantage, complexity, trialability, compatibility, and telephone banking usage.