Selected factors affecting the adoption of Internet banking among Generation Y customers in South Africa

Abstract

Abstract: The research study investigates the extent to which the attitude of Generation Y banking customers is influenced by their awareness of the ease of use and web-based privacy of the Internet banking service. Furthermore, the influence of their attitude on behavioural intention in the future is determined. A quantitative and descriptive research design was used and data was collected from Generation Y banking customers in Gauteng, using a self-administered questionnaire. Descriptive statistics were utilised to provide an explanation of the demographics of the sample and multiple regression analysis was used to determine the relationships between perceived ease of use, perceived web-based privacy, attitude and behavioural intentions. The model tested confirms the hypothesised relationships between the perceived ease of use, perceived web-based privacy, attitude and behavioural intention of Generation Y banking customers. Attitude is linked to its two antecedents, perceived ease of use and perceived web-based privacy, and to their outcome, behavioural intention. These findings could assist the five major retail banks in South Africa to understand how perceived ease of use, perceived web-based privacy and attitude ultimately lead to positive behavioural intentions of Generation Y banking customers in terms of Internet banking adoption