The antecedents of electronic banking services adoption in Jordan

Despite the rapid growth in technology and the research effort given on investigating the adoption of electronic banking services, both banks and academic researchers in developing countries perceive the problem of low-level adoption of electronic banking. The vast Majority of studies which have investigated the adoption, acceptance, or intention to use electronic banking, have agreed that customers ‘trust is one of the most important impediments that have frustrated the success of the adoption process. Therefore, in developed countries, customers’ trust became the pivot of research studies that investigated the electronic dealings between customers and new IT/IS innovations. Recently, a few researchers have started investigating online trust in developing countries. Although electronic banking services have been widely adopted in developed countries, there is still low usage in developing countries such as Jordan. The aims of this quantitative research are to empirically determine the significant antecedents of electronic Banking Service Adoption, as well as to explain how the Diffusion of Innovation Theory (DOIT) is being used in determining the antecedent of electronic banking in Jordan. Using an adopted survey instrument, (5-point-likert scale) is used. Were eventually used to another analyze the data using mainly. The Partial Least Square (PLS). The findings of the research reveal that the structural model was run to test the proposed hypotheses which results in significant relationship between all proposed constructs and the adoption of electronic banking, except complexity found insignificant. It was also revealed that perceived trust moderate the relationship between relative advantage, compatibility, complexity, observe ability, trial ability, Service visibility, System Reliability and the adoption of electronic banking. It can be concluded that DOIT is found to be a good and suitable underpinning theory to explain electronic banking antecedents in Jordan by achievement of model goodness of fit, This study contribute to the body of knowledge by extending existing literature to identifying the factors influencing the acceptance of electronic banking among banks customers, developing a comprehensive model which contributes to online customer literature by extending the Diffusion of Innovation Theory (DOIT) to include the Task- Technology Fit (TTF) model, perceived trust and applying them to the context of electronic banking, extending existing literature by applying the developed model to Jordanian customers, contributing to technology acceptance theories by showing the role of the task- technology fit’s dimensions in the acceptance of electronic banking, Contributing to the electronic trust literature by examining the role of customer trust in the context of electronic banking and how it might be increased. The research study also discusses past empirical findings and its practical applications and implications for Jordanian contexts. The current study provides a cornerstone for the adoption of new technological innovations in developing countries, especially electronic banking services. Furthermore, the study provides a set of academic and practical implications, and discusses the research limitations and future directions.