International Journal of Research and Development Studies of Business and Social Sciences

December 2014, Vol. 3, No. 1

ISSN: 2222-6990

Malaysian Users awareness towards Adoption

of internet Banking, among Malaysian
Consumers.
Ashiquzzaman Md ashiq
Department of Business Administration, Faculty of School of Business Administration,
Newport University CED, Latvia, European Union

Abdullah Sarwar
Department of Business Administration, Faculty of Economics and Management
Sciences,International Islamic University, Malaysia

Waliur Md Rahman
Department of Department of Faculty of Science, Technology, Engineering and Mathematics
International University of Malaya-Wales, Malaysia

Ekramul Gani Md Ekram

In-house Multimedia College. Malaysia
Department of Business Administration, of Faculty of Multimedia , Business School

Abstract
Usage of internet is more readily available in present business environment due to technological
spread . Almost all banks through Internet banking service customers increased benefits by using
the Internet. However, banking services by customers such as the use of technology is still slow
moderately. There is a linking to technology acceptance and adoption by customers of financial
services in these factors which will affect access to those in need. The main objectives of this
study technology acceptance model (TAM), which will affect the internet banking adoption
factors are examined. Has been accepted as a valid instrument for basic information 230, out of
which 250 questionnaires circulated through the survey process. Information from the analysis
because of it, perceived ease of use, perceived usefulness, and perceived social influence impact
significantly on the use of internet banking adoption. The study has found that the social impact
is a robust factor to influence to consumer adoption behavior. Therefore, when analyzing the
results of the above factors it by internet banking customers to receive the acceptance and
adoption of technology is vital to understand. To grab the opportunity to virtually study
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electronic commerce environment, online banking service providers to take measures directed to
adoption of internet banking among Malaysian consumers
Keywords: Using TAM, perceived social influence, perceived usefulness, perceived ease of use
adoption, and adoption of internet banking .
1.Introduction
The traditional branch banking, real estate rentals due to increased personnel expenses,
insurance, and the cost of electricity is very expensive. It's almost all banks offering internet
banking customers in a big way and are trying to adopt this medium, the Bank, through the use
of internet banking transaction costs have been estimated to save about 50%. However, the
Bank is still expected to take. Home and / or office with internet access in urban, mostly in the
banking technology savvy youth used in this mode. Net banking customers, it is only used for
information purposes. Citation of internet banking penetration is still not enough. A study of
Internet users assumes that only few bank consumers are using online banking in Malaysia (Ong
et.al 2014). It is clear that consumer demand for Internet banking to grow, in order to address
concerns that consumer banking will be the key to progress. Financial institutions, consumer
internet banking to gain an understanding of the key factors that influence adoption hence, it is
important. This paper specifically investigates the critical elements that influence the consumer
decision to adopt internet banking.. On the other hand, this study will help the Internet banking
to identify the affecting factors which has great impact on the user perception in Malaysia.
2.Literature Review
Internet banking study is not a new area of research. Many researchers have studied the
Influential factors in internet banking which has built the user perception as a whole. User
perception means how the user sees and observes about the internet banking adoption what
he or she uses. There are many factors to take to try and influence consumer behavior in the
adoption of a new technology. Consumer behavior, innovation diffusion, technology
acceptance, online consumer behavior, etc. The theory of many new products, services and

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technology has to try to explain consumer adoption. The identity of this study has to
understand the impact of online banking by taking the model of the technology and the process
of taking shape consumer. Technology Acceptance Model Davis (1989) developed by the (TAM),
'perceived usefulness and the perceived ease of use, user acceptance of the new technology
has two main effects. More recent research on the influence of TAM internet services have
identified additional built. An extensive review of the literature with special reference to small
towns in internet banking is to identify factors that may influence the adoption. In view of the
Tier cities in Malaysian, social, economic, cultural, demographic and geographic setting,
researchers have observed a critical consumer adoption of online services have evaluated
various earlier research findings. The following variables may affect the adoption of internet
banking, the study suggests, is, the user perception may not be the same as it varies according
to the users expectation and experience regarding the product. Users perception of a webface plat form community practice may be influenced by several factors. These are discussed
below.

2.1 Perceived Social Influence

One of the most important concerns for users in Social Influence is of image. Social Influence
stored personal information about their users. Thus, the issue of power of image and integrity,
in online banking has gained tremendous interests among the academicians in recent years
(Agarwal, Rastogi, & Mehrotra, 2009). Yuen & Yeow,.(2009) suggest factors social influence, which
are awareness of the information being collected how the information will be used; the
informations sensitivity how familiar the consumer is with the entity collecting the information
and what the consumer is receiving in exchange for their banking information.
These factors affect the users decision to disclose on adoption of internet banking. Perceived
Social Influence

are the social power of innovation that deals with lots of users friendly

system . Internet banking is very popular with young people. A recent study by Garry Tan et.al
(2010) found that, respondents normally prefer to adoption of internet banking to their

friends. Moreover, Hernandez & Mazzon (2007) found that, most of the users provide their
real identity in their profiles. This indicates that, users have a trust on the internet banking
issues and policies of Internet banking that made Internet banking to reach out at the height in
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the field of banking industry. However, besides the positive effects on the online banking
users, negative consequences also occur during the sharing information (e.g internet banking)
. These involves a lots of cyber crimes such as hacking, phishing uploading fake information,
inappropriate mailings, etc were happened in Malaysia (Ong et.al 2014). From the above
discussed literature, the following hypothesis is drawn;
H2: Perceived Social Influence of using internet will have a positive effect on internet banking
adoption.
2.2 perceived usefulness:
Government felt that a person uses a special system to perform its work (Davis, 1989), which is
defined as the degree of trust that will be developed. Through its technology acceptance model,
perceived usefulness significant variable that affects the acceptance by users of the technology.
A number of researchers using internet banking has proved a significant impact on the perceived
usefulness, (Lee-Kelley, Gilbert, & Mannicom, 2003; Meihami, Varmaghani, & Meihami, . 2013.;
Pikkarainen et al. 2004), perceived usefulness net banking was an important factor for determining

concluded. Hence, the account holder will receive the online system of net banking customers
believe that if useful.
H2: Perceived usefulness of using internet will have a positive effect on internet banking
adoption
2.3 Perceived ease of use
Perceived ease of use is defined as the degree to which a person believes that using a
particular system would be free from effort (Davis, 1989). The difference between ease of use
and usefulness is that ease of use is more focused on the consumers perception of the process
that leads to the final outcome, whereas usefulness refers to only the outcome of the online
banking experience. (Agarwal & Prasad, 1997; Yin & Faziharudean. 2010) concluded, in a

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simplified manner, that ease of use is how easy the internet is to use as a tool for net banking in
completing their transactions, therefore account holders are more likely to accept to use the
technology the more effortless and easier to complete their transactions.. Obstruction and
significant positive relationship between attitude and behavioral intention suggests that positive
attitude about Internet banking could influence individuals to use Internet banking. Banks can
create a positive attitude amongst its customer towards Internet banking by promoting its
usefulness, ease of use, value, and image (Md Nor & Pearson, 2007; Md Nor & Pearson 2008;
Irfan et al.; 2013) The strengths of TAM are due to its predictive power and the small number of
constructs to predict intention. Several researchers have been replicated

Daviss original study

(Davis, 1989) was empirically evidence on the relationships that exist between perceived ease
of use and system use and adoption behavior is determined by the intention to use a particular
system, which has been in turn is determined by the perceived ease of use. (Adams, Nelson &
Todd, 1992; Cao, X. & Mokhtarian, 2005; Davis et al., 1989 Mathieson, 1991; Muthitacharoen,
Palvia, Brooks & Krishnan, 2006; Taylor & Todd, 1995; Venkatesh, Morris, Davis & David,
2003). Discussed literature, the following hypothesis is drawn;
H3: Perceived usefulness of using internet will have a positive effect on internet banking
adoption
2.4 Adoption of internet banking accessibility is often used to focus on people with special
needs and their right of access to entities, often through use of assistive technology (Cassidy
2006). To adopt internet banking , users need to create his/her profile, then they can
communicate through connecting with their financial services as well as other e-finance whom
they are interested in by most exciting experience of internet banking adoption (Ajam & Md
Nor 2013 ).profile normally includes the users name photographs demographic information,
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and personal interest (Kassim, & Abdulla, 2006).. Once, the users of Internet banking have their
exiting numerous service

list, they can access to their all e-service of bankers and web faces

platform . This all happens when a user is able to access any such bank web faces platform
easily and rapidly. Internet banking provides the user with a choice of who can view their
account details and This prevents unauthorized user from accessing their information and
secure web face platform of internet banking (Alam, & Musa, 2010). However, adoption of
internet banking is important as this offer new opportunities for making business and knowing
others culture financial services, financial investment. From the above discussed literature, the
following hypotheses are drawn;
H4: Perceived Social influence ,Perceived usefulness, Perceived ease of use ,

of using internet

will have a positive effect on internet banking adoption

3. Research Methodology
Survey method was adopted for data collection regarding the users perception towards
Internet banking in Malaysia. For collecting the data, a survey questionnaire was distributed
both physically and through online. After receiving the distributed questionnaires, data analysis
was performed by using SPSS 16.0. A two page questionnaire were developed basing on the
literature review findings. The questionnaire consisted of demographic information such as
title of the respondent, academic background, marital status etc., and questions regarding the
four independent variables. A 5-point Likert scale was used ranging from Strongly Disagree to
Strongly agree. Finally, a convenient sampling method was adopted for questionnaires
distribution. A total of 250 questionnaires were distributed out of which 230 were found valid
for further analysis.
4. Results and Discussion
4.1 Descriptive Analysis
Frequency tests were performed for descriptive analysis. The categorical variables are gender,
age, marital status, academic status, race and time spending on Internet banking. From the
table below (Table 1), we can see that our total respondents were 230 from which male are
152 whereas female are 78. The percentage of the gender is male 66.08% and female is
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33.91%. From the total of 230 respondents, 18.26% fall in 18-25 years group, 37.39% fall in
25-35 years group 27.38% fall in 35-45 years group and 16.95% fall in 45 years above group
above. Moreover, this study has found that, 86.66% of the. As majority of the data collection
took place in the universities, thus, most of the respondents are student where 65 of the
total 230 respondents were holding Diploma, 47 were Undergraduates, 151 were Doing
Postgraduates. Whereas respondent , income Up to RM 1000, 34 person , Up to 1000-2000,
person 105, up to 2000-3000, person 52 and finally Above RM 4000 , person 39.
Table 1: Demographic Analysis
Demographic
Variable

Category

No. of
Respondents

Percentage

Male

152

66.08

Female

78

33.91

18-25 years

42

18.26

25 - 35 years

86

37.39

35 - 45 years

63

27.38

Above 45 years

39

16.95

Diploma

47

20.43

Undergraduates

151

65.65

Postgraduates

32

13.91

Up to RM 1000

34

14.78

RM 1000 - RM 2000

105

45.65

RM 2000 - RM 3000

52

22.60

Above RM 4000

39

16.95

Gender

Age

Educational
Qualification

Monthly Income

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4.2 Reliability Coefficient

Table 2: Reliability Statistics

Cronbach's Alpha Based on
Cronbach's Alpha

Standardized Items

N of Items

.963

.964

12

S.No

Variable

No. of Items Mean

Cronbachs
Alpha

Perceived social influence 4

3.983

.790

Perceived Usefulness

3.685

.811

Perceived Ease of Use

2.958

.773

From the reliability statistics table below we have got the Cronbach's Alpha () which is
0.891.This indicates that, our items for measuring the variables are very consistent (Cronbach,
1951).
Principal Component Analysis (PCA) was carried out to explore the underlying factors
associated with 26 items. We found the KMO of 0.867 which seems to be sufficient as it
exceeds 0.5. Bartletts Test of Sphericity is 0.000 meaning that factors that form the variable is
adequate (Table 3).
Table 3: KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of
Sphericity

208

Approx. Chi-Square

.867
10472.892

df

338

Sig.

.000

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4.3 Factor Analysis

A cut-off point of 0.60 was set to exclude the items from the factor analysis. Total four factors
Were extracted and the findings of this study indicate that, each of the four dimensions
(privacy, features, share social information, and accessibility) was homogeneously loaded to the
different factors (Table 4).
Table 4: Factor Loading Matrices Following Oblique Rotation of Four-factor Solutions
F1

F2

F3

Social Influence
Friends/Co-workers/classmates,

91

IB Is high profile

85

using IB service have more prestige

93
81

IB is socially accepted

92

Malaysians like to use IB

Perceived usefulness
IB improve my performance

83

Easy to manage banking vi IB

75

IB save time & Money

79

Daily Life is very Easy By IB

81

Perceived ease of use

98

IB is easy

79

learning to use IB

82

Becoming skillful at using IB

91

IB user friendly
Notes: Extraction method: principal component analysis. Based on four factors specifications (not on
eigenvalue > 1). Rotation Method: oblique (oblimin SPSS) with Kaiser Normalization. All numbers in the
Table-4 are magnitudes of the factor loadings multiplied by 100. Loadings that are 0.60 or less are not
shown.

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4.4 Hypothesis Testing

Regression analysis was employed for testing the hypothesis of this research after extraction of
four independent variables from factor analysis. Results for consumer perception showed in
Table 5, 6, 7. Results of this study indicated that 78.3 percent of variance of consumer
perception about adoption of internet banking was explained by these four independent
variables with a significant F value of 78.948 being significant at p< .000 (Table 5 and 6).
Therefore, there is an evident that these four factors significantly affect the consumer
perception about internet banking among Malaysia.
Table 5: Model Summary
Model

R
Square

.864(a)

Adjusted
R Square

.783

Std. Error of
the Estimate

.752

.49752489

a Predictors: (Constant), service quality, price, product quality and availability, promotion

Table 6: ANOVA(b)
Model

Sum of
Squares

Df

Mean
Square

Sig.

78.948

.000(a)

Regression

103.068

17.178

Residual

31.932

129

.248

Total

135.000

135

a Predictors: (Constant), Perceived social Influence , Perceived Usefulness, perceived ease of use
b Dependent Variable: Adoption of internet Banking Among Malaysian consumers.

The hypotheses of this study are concerned with the individual effect of three variables on the
consumer awareness about adoption of internet banking. The test of these hypotheses leads to
accomplish the objectives of this study. The strength of influence of each of the independent
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variables would have on the consumer perception about internet banking been addressed and
results were shown in the Table 7.

Table 7: Coefficients (a)

Model

Unstandardized
Coefficients

Std.
Error

B
1

(Constant)

-4.283E-16

.043

Perceived social
influence

.104

.043

Perceived
Usefulness

.342

Perceived Ease
Of use

.241

Standardized
Coefficients

Sig.

Beta
.000

1.000

.104

6.210

.000

.043

. 342

5.360

.000

.043

.241

7.953

.000

a Dependent Variable: Perception

Testing H1: As a result of the perceived economic impact of Malaysia's consumer Internet
Banking showed that emerges as the most important factor affecting consumer awareness. This
is an important positive impact on the social impact on consumer perception of the results of
this study support the hypothesis is seen from Table 7. This coefficient is based on a positive
social impact, this study created consumer awareness about Internet banking in Malaysia to the
conclusion that there is a significant positive impact. Socially, the impact of his / her friends or
family members to receive net banking and internet banking, merely because a person who's
going to be, which means sensitivity, will be included. For example, friends, keep up to date
with the trend and so, the Malaysian bank customers to pay utility bills, but only balance test

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and offer innovative services quickly, with the credit card Interbank Giro Inter-fund trading,
electronic fund trading account.
Testing All the P <.000 level of statistical evidence is another important determinant felt, and
Internet banking adoption among Malaysian consumers have a positive impact on consumer
perception. To save time and increase productivity, but it depends on the purpose of internet
banking, are only profitable and trading facilities. Malaysian consumers have a significant
impact on the perceived usefulness of internet banking and internet banking has decided to
adopt. This is especially true for Internet banking, service that has been felt, for example, a new
end-user's preference, brick-and-mortar bank, considering the cost of consumer banking, are
attached to the check-in services for the enjoyment of often beneficial, the clearing function
are taken two or three days. There is a public holiday on Saturday and Sunday is usually the
weekend .Interbank Giro Transfer There is no time frame, and we consumers at a cost of 10
cents, with the possible transfer of funds to any account, which is open for 365 days. Hence, the
usefulness of the results we have a significant positive impact on the perception of the
consumer about internet banking was felt at the end of that.
Testing H3: Personality / belief of internet banking have a significant impact on the perception
of the consumer. Since the figure in the Malaysian Internet banking for consumers creates a
positive impact on the perception of consumers. For the sake of greater value to consumers of
the quality of service, is because. For example, you cannot get something they want to do as
net banking faith, innovative services that do not count as long as it may seem. Therefore, the
Malaysian bank customers personality and was believed to have a positive impact. The study of
consumer perception about the social impact of internet banking is affected by the assignment.
The next Government felt, and eventually ease of use and user-friendly. Behavioral / Trust of
internet banking and Malaysia are having a significant impact on the perception of consumers
through web-faces platform.

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5. Conclusion and Implementation

After completing the previous chapters, various conclusions could be made on what is internet
banking, how internet banking is perceived in the minds of Malaysian consumers, and
preference that should be taken to constrain consumers away from adoption of internet
banking . As defined in chapter one, internet banking, counterfeit, imitation and fake products
are all illegal operations done at the lowest cost and offered to consumers at the cheapest
price. Few phenomena can be viewed simplistically as black or white, good or bad, and
commercial internet banking is one such phenomenon. In this study the specific objectives as
mention in chapter one, were to research on which variable plays the most important factor in
the minds of most consumers. There were many factors that influence a consumers perception
towards adoption of internet banking . In this paper we mainly discussed on perceived social
influence, perceived usefulness, perceived ease of use . Hypothesis was developed for each of
these variables showing the relationship that the variables have towards consumers
perception on adoption internet banking by Malaysian consumers. When the regression test
was run, perceived social influence, perceived usefulness, and perceived ease of use showed
that the null hypothesis should be rejected concluding that there is relationship between these
variables and the dependent variable, which is adoption of internet banking among Malaysian
consumers.
Although most sources say that there is no ending to the word internet banking ,
understanding and being aware of why, how, where, and when consumers conscious internet
banking will help reduce anxiety of daily baking life . Social influence being one of the most
essential variable,. This would be a crucial step in driving away consumers from pirated goods.
Malaysias government is also aware of this situation and working towards reducing this
problem. All authorities have become aware of the affect that internet banking leave, thus it is
now time to create awareness among the customers.
The lower the cost of adoption, the higher the new innovation such as the web will be adopted
by internet banking. Besides that, internet banking with high profit and will be more likely to
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adopt new innovation compared with traditional banking. It is observed that customer prefer
multiple services or "one-stop comprehensive financial service" instead of single or simple
tasks/transactions. Therefore banks need to build link with other services or enter into business
agreement with major vendors in the market to provide all banking and other financial-related
services to their customers. This might motivate customers to visit more frequently to
consolidate the usefulness of Internet banking services. Conversely, potential customers either
will not adopt services or will select a competitor bank for Internet banking services.
6. Limitation and Direction to Future Research
This research has been applied successfully what we have learnt in the internet banking related
literature of pirated product with evidence from Malaysia. The outcome of this research
showed a comprehensively integrated framework for us to understand the dynamic
relationships among dimensions of social influence, pricing, economy, and personality/belief to
understand the consumers perception. However, further research is needed to examine these
factors in Malaysia with additional samples before generalization can be made. Moreover, it is
also needed to extend behavior intensions of consumers about internet banking and pirated
product.
Applying the (SEM) structural equation modeling analysis using confirmatory factor analysis
enables comparing groups by testing measurement in variance. Demographic items could used
to investigate critical factors of descriptive and exploratory effect on adoption of internet
Banking. Comparative analyses also have opportunity to investigate in future Qualitative versus
Quantitative Research adoption of internet banking.

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