The IUP Journal of Bank Management
The Moderating Impact of Gender on the Determinants of Behavioral Intention Towards Internet Banking in India

Article Details
Pub. Date :Nov, 2018
Product Name : The IUP Journal of Bank Management
Product Type : Article
Product Code : IJIT21809
Author Name : Bikram Jit Singh Mann,Sunpreet Kaur Sahni
Availability : YES
Subject/Domain : Finance
Download Format : PDF Format
No. of Pages : 35



The purpose of this paper is to empirically investigate the moderating impact of gender on perceived usefulness, perceived ease of use, attitude towards internet banking, benefits of internet banking, hindrances, as well as the influence of demographic variables on behavioral intention of the customers in the Indian internet banking context. A structured questionnaire was administered to collect data from 350 users of internet banking, representing a cross-section of population in terms of gender, age, education, occupation and income. A three-step hierarchical regression was employed to test the proposed research model. The measurement scales were tested for internal consistency of the data through various reliability and validity procedures. The results of this study suggest that the moderating effect of gender on the variables of perceived ease of use, perceived usefulness, hindrances and the demographic factor of the users, namely, age, is statistically significant. The present study would assist the marketing managers of internet banking to have an augmented understanding of the dimensions that encourage in embracing internet banking usage. The study contributes to the existing literature by exploring the dimensions in persuading the consumers’ readiness to accept the usage of internet banking services moderated by gender differences, in the Indian context.


The scenario in the banking sector is changing at a breakneck speed with the use of internet as a channel for delivering products and services in the e-commerce (electronic commerce) environment. Akinci et al. (2004) state that in the banking arena the expansion in information technology has had a colossal effect on innovation of virtual payment methods and more user-friendly banking services. Shih and Fang (2004) describe internet banking as an information system that employs the innovative resources of the internet to facilitate customers to carry out financial activities in the virtual space. It permits customers to execute a wide range of banking transactions electronically, using the bank’s website (Tan and Teo, 2000). Hence, internet banking services provide convenience and promptness to the customers by carrying out the banking transactions with the help of a few clicks.


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