Predicting Internet banking adoption in India: a perceived risk perspective

Sanjit Kumar Roy, M. S. Balaji, Ankit Kesharwani, Harjit Sekhon

Research output: Journal PublicationArticlepeer-review

82 Citations (Scopus)


The emergence of Internet banking has transformed the banking systems across the globe. As a channel to market, Internet banking allows geographical constraints to be overcome by offering various products and services at lower customer costs. An understanding of the factors influencing customer adoption of Internet banking is both relevant and timely. This study integrates technology acceptance model and perceived risk theory in understanding Internet banking acceptance among Indian bank account holders. Specifically, this study categorizes perceived risk as external risk and internal risk, and examines its influence on customer beliefs and adoption of Internet banking. Using two-step predictive analytics of structural equation modeling and artificial neural network analysis, the 270 responses reveal that both external risk and internal risk inhibit customer acceptance of Internet banking. More importantly, neural network analysis reveals that perceived ease of use and external risk are two important factors determining how well Internet banking is accepted by customers. The implications of the study findings and future research directions are presented.

Original languageEnglish
Pages (from-to)418-438
Number of pages21
JournalJournal of Strategic Marketing
Issue number5-6
Publication statusPublished - 19 Sept 2017


  • Internet banking
  • attitude
  • emerging economy
  • perceived risk
  • technology acceptance model

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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