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SPSS AMOS INVARIANCE ANALYSIS ACROSS CULTURES CASE STUDY: INTERNET BANKING ACCEPTANCE

SPSS AMOS INVARIANCE ANALYSIS ACROSS CULTURES CASE STUDY: INTERNET BANKING ACCEPTANCE. Bander AlSajjan and CHARLES DENNIS. AGENDA. Importance of Internet Banking Theory of Reasoned Action Technology acceptance models Theory of Planned Behaviour Cross-cultural comparison Conclusions.

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SPSS AMOS INVARIANCE ANALYSIS ACROSS CULTURES CASE STUDY: INTERNET BANKING ACCEPTANCE

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  1. SPSS AMOS INVARIANCE ANALYSIS ACROSS CULTURESCASE STUDY: INTERNET BANKING ACCEPTANCE Bander AlSajjan and CHARLES DENNIS

  2. AGENDA • Importance of Internet Banking • Theory of Reasoned Action • Technology acceptance models • Theory of Planned Behaviour • Cross-cultural comparison • Conclusions

  3. INTERNET BANKING (IB) • Banking is a natural service for the Internet: • Intangible • Information-based • 85 % of UK bank customers use IB • Take-up is slow in many countries • Saudi Arabia is 25th ranked country by GDP • Only 20 % of Saudi Arabia’s bank customers use IB(Grais & Kantur, 2003)

  4. THEORY OF REASONED ACTION (TRA) • ‘Simple basis for identifying how to target consumers’ behaviour change attempts’(Sheppard et al, 1988) • Peoples behaviour is governed by: • Attitudes • Social factors and • Intention towards performing the behaviour(Ajzen & Fishbein, 1980)

  5. TECHNOLOGY ACCEPTANCE MODEL • Models adoption of IS in the workplace • Users do not use a system for its own sake but rather: • Evaluate the benefits and expect a certain utility • Less the disutility of using the system • TAM refers to these as: • Usefulness • Ease of use (EOU)(Davis, 1989)

  6. PERCEIVED USEFULNESS • Perceived usefulness affects attitudes and intentions(Shih & Fang, 2004) H1 Perceived usefulness has a positive effect on attitudinal intention

  7. Improves banking performance Easier to conduct banking Perceived Usefulness Useful for banking transactions

  8. ATTITUDINAL INTENTIONS • Intentions have two components • Positive evaluation of the behaviour and • Facilitating conditions – equivalent to Perceived Behavioural Control (PBC) from the Theory of Planned Behaviour – orPerceived ease of use (from TAM)(Venkatesh et al, 2003) • Analogous to loyalty: • Attitudinal loyalty – the preference vs • Behavioural loyalty – subject to external constraints(Beerli et al, 2004)

  9. ATTITUDINAL INTENTIONS • Positive evaluation and attitude are conceptually equivalent, which we term:Attitudinal Intentions

  10. PERCEIVED MANAGEABILITY • Attitude and social factors cannot be the sole determinants of behaviour when control is incomplete • Theory of Planned Behaviour (TPB) aims to improve on TRA by adding ‘perceived behavioural control (PBC)’ (Ajzen, 1991) • PBC is equivalent to computer ‘self efficacy’(Argarwal et al, 2000) • We combine these concepts as ‘Perceived Manageability’

  11. PERCEIVED MANAGEABILITY • Perceived ease of use (PEOU) operates mainly through perceived usefulness (Ha & Stoel, 2008) H2 Perceived manageability has a positive effect on users’ perceived usefulness • PEOU affects trust (Gefen et al, 2003) H3 Perceived manageability has a positive effect on users’ users trust

  12. TRUST

  13. TRUST A willingness to rely on an exchange partner in whom one has confidence (Moorman et al, 1992) • Trust is central to e-commerce intentions(Fortin et al, 2002) • Lack of trust is an obstacle to e-commerce intentions(Liu et al, 2004)

  14. TRUST

  15. TRUST A willingness to rely on an exchange partner in whom one has confidence (Moorman et al, 1992) • Trust is central to e-commerce intentions and attitudes(Fortin et al, 2002; Pavlou, 2003) • Lack of trust is an obstacle to e-commerce intentions(Liu et al, 2004) H4 Trust has a positive effect on users’ attitudinal intentions towards IB

  16. TRUST • At higher levels of trust, customers perceive a website as more useful(Stewart, 2003) H5 Trust has a positive effect on users’ perceived usefulness

  17. SOCIAL FACTORS • ‘Subjective norms’ also influence intentions • Belief that important others dictate whether one should e-shop • Motivation to comply with important others

  18. SUBJECTIVE NORMS (SN) • The effect of SN tends to be fully mediated (Vankatesh & Davies, 2000) • As a social force, we argue that SN acts through a social belief - trust H6 SN has a positive effect on users’ trust

  19. SUBJECTIVE NORMS (SN) • Important others influence perceptions about manageability‘I will give it a try if my significant other says that it’s easy to do’ H7 SN has a positive effect on users’ perceived manageability

  20. H2 Perceived Manageability Perceived Usefulness H1 H3 H5 Attitudinal Intentions H7 H4 Trust Belief Subjective Norms H6

  21. METHOD • Sample: undergraduate students • Younger and better educated, matching typical Internet early adopters • Paper questionnaires • Arabic questionnaire back-translated • In capital cities

  22. QUESTIONNAIRE ITEMS • Intention (Venkatesh & Davis, 2000) • Attitude (Suh & Han, 2002) • PU & PEOU(Wang et al, 2003) • Self-efficacy & Control(Wang et al, 2003) • Trust (McKnight et al, 2002)

  23. SAMPLE

  24. PRINCIPLE COMPONENTS ANALYSIS • 6 factors extracted at Eigen > 1 • Matching the hypothesised constructs • No cross-construct loadings > 0.3 • Good discriminant validity • Factor loadings > 0.5 • (except for 2 items, which were dropped) • Convergent validity

  25. AMOS STRUCTURAL EQUATION MODEL FIT

  26. AMOS STRUCTURAL EQUATION MODEL • The path coefficients for H1 – H7 are significant • p < 0.03 • Mediators: • Perceived usefulness and • Trust fully mediate the impact of • Perceived manageability and • Subjective norm

  27. 0.6 Perceived Manageability Perceived Usefulness UK 0.5 KSA 0.7 0.5 0.3 Attitudinal Intentions 0.3 KSA 0.18 UK 0.6 Trust Belief Subjective Norms 0.16

  28. INVARIANCE ANALYSIS Multiple Group Analysis Parameter subsets Models Measurement weights √ √ Structural weights √ OK

  29. INVARIANCE ANALYSIS Do the measures have the same meaning for the two groups of respondents? Assuming that the unconstrained model is correctMeasurement weights are invariant across groups: Δ chi ² = 21 Δ df = 12 p = 0.08 Only the 2nd perceived usefulness item reduces fit Chosen as the constrained value

  30. REGRESSION PATHS INVARIANCE • Since we have metric invariance, we can test regression path invariance • Comparing UK and KSA with all regression paths constrained equalSignificantly different, i.e. non-invariant across groups: • Δ chi ² = 16 • Δ df = 7 • p = 0.02

  31. INVARIANCE ANALYSIS Manage Models Model Name Structural weights Parameter constraints b1_1 = b1_2 b2_1 = b2_2 b3_1 = b3_2 b4_1 = b4_2 b5_1 = b5_2

  32. INVARIANCE ANALYSIS Manage Models Model Name Structural weights Parameter constraints b3_1 = b3_2

  33. REGRESSION PATHS INVARIANCE Which regression paths are significantly different? Each regression path in turn constrained equal across the 2 groups All others freely estimated

  34. NON-INVARIANT REGRESSION WEIGHTS

  35. NON-INVARIANT REGRESSION WEIGHTS Saudi customers perceive system usefulness as more important than do UK customers UK customers perceive a bank’s trustworthiness as more important than do Saudi customers

  36. CULTURE DIFFERENCES(Hofstede, 1980) Saudi customers perceive system usefulness as more important than do UK customers In countries that tend to be more ‘feminine’, personal relationships are more valued (KSA), Need more convincing of usefulness In the more ‘masculine’ and assertive UK, the low social presence media are more accepted Usefulness of Internet Banking may be taken for granted(Straub et al, 1997)

  37. CULTURE DIFFERENCES(Hofstede, 1980) UK customers perceive a bank’s trustworthiness as more important than do Saudis People in high collectivism cultures (KSA) tend not to trust people outside their group More likely to derive trust from relationships (Yamagishi & Yamagishi, 1994) Individualistic cultures (UK) trust others Rely on the environment to determine whether it is in another’s (i.e. the banks) interest to behave well(Bhawuk & Brislin, 1992)

  38. CONCLUSIONS Cross-cultural questionnaires are feasible The Internet Banking model has relevance across cultures Behavioural models may vary psychometrically between cultures

  39. CONCLUSIONS • Perceived manageability forms a single construct, aggregating the previous: • Perceived ease of use • Self-efficacy • Perceived control • Attitude is implicit in behavioural intentions • 80 % of the variance in Attitudinal Intention is explained by: • Perceived usefulness and • Trust

  40. MANAGERIAL IMPLICATIONS Internet Banking is influenced by important others Marketing communications need to consider word of mouth Social networks?

  41. SPSS AMOS INVARIANCE ANALYSIS ACROSS CULTURESCASE STUDY: INTERNET BANKING ACCEPTANCE Bander AlSajjan and CHARLES DENNIS

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