The coauthors wish to acknowledge the contribution of the entire X-Culture team: Without the hard work the 141 instructors and thousands of students do every day, the X-Culture Project in general and this study in particular would not be possible. We also would like to acknowledge the support of our many corporate partners, including Gramedia, Lidaris, Innospark, and Caja de Burgos, whose involvement makes the project more meaningful and educational for our students.
Purpose The integration of relevant antecedents into TAM would lead to better understanding of the decision factors which act as enablers for the adoption of internet banking. The purpose of the paper is to determine the influence of the antecedents subjective norm, image, banks initiative, internet banking self-efficacy, internet usage efficacy, trust, perceived risk, trialability and government support on the existing constructs of the technology acceptance model (TAM) and to test measurement invariance and the moderating effect of the demographic variables on the relationship between the latent constructs used in this augmented TAM. Design/methodology/approach A survey questionnaire was administered on internet banking users and a total of 300 responses were collected. A two-step approach suggested by Hair et al. (2006) and Schumacker and Lomax (2004) was used in this study. The proposed model was assessed using the confirmatory factor analysis approach. The structural model was then tested in order to establish nomological validity. The data based on four demographic dimensions gender, age, income, education were divided into two groups for each of these demographic dimensions. The invariance test was first performed on the measurement model and then on the structural model. The measurement model and structural model were subjected to tests of equivalence of parameters across groups. Findings To a large extent the results of the study supports the proposed model and thereby contributes to understand the influence of subjective norm, image, banks initiative, internet banking self-efficacy, internet usage efficacy, trust, perceived risk and government support on internet banking adoption. The predictor variables in the augmented TAM were able to explain 29.9 per cent of the variance in the actual usage of internet banking as compared to the TAM which was able to explain only 26.5 per cent variance in the actual usage of internet banking. A significant difference in the relationship between the different constructs of the model was observed when the model was subjected to multi-group invariance testing. Research limitations/implications The study suffers from the same limitations as most other studies involving TAM. In this study self-reported measures about the usage were taken as the actual usage. The findings of the study can be of use to marketers for target-specific marketing by customizing the marketing campaign focussing on the factors that were found to be strong influencers leading to the usage of internet banking for each target audience. Originality/value The main challenge in this study was to develop the conceptual model for the internet banking adoption by extending the TAM and to get a robust theoretical support from the extant literature for the relevant factors along with their relationship to uncover new insights about factors responsible for the internet banking adoption. The augmented model had an improved predictive capability and explanatory utility.
Purpose -The main focus of the study was to validate the End User Computing Satisfaction (EUCS) model in the context of internet banking and to determine the major factors which contribute to level of satisfaction of internet banking users in India. Design/methodology/approach -A survey questionnaire was administered on internet banking users and a total of 387 responses were collected. A factor analysis on the 12 items used in the EUCS model with oblique (non-orthogonal) rotation and five fixed factors revealed the existence of the same latent constructs hypothesized in the original EUCS model. Confirmatory Factor Analysis (CFA) was then used to test and validate the four hypothesized models for model fit. Findings -The current study confirms the evidence found in extant literature that EUCS is a second-order construct. In this study the factor "Format" was found to have the highest loading and the factor "Content" had the lowest factor loading among all the five latent constructs in the EUCS model for internet banking. The factor "Accuracy" had the highest mean score and the factor "Content" had the lowest mean scores indicating that bank customers were satisfied with the accuracy of the information on the banks web site but were not comparatively satisfied by the information content on the web site. Research limitations/implications -This study was done based on a call by Pikkarainen et al. (2006) to validate the EUCS instrument for internet banking satisfaction in different countries to enhance the generalizability of the findings. This research is limited to samples from India and results of other countries need to be considered before a generalization of the findings can be made. This study will be useful to policy makers and banks to devise strategies for increasing the use of internet banking. Originality value -There is a myriad of literature on factors which lead to adoption of internet banking but extant literature on internet banking user satisfaction is limited particularly pertaining to banks operating in India. This study attempts to fill this gap in the literature.
Purpose This paper aims to develop and empirically test a model of relationships between antecedents and outcomes of flow experience of users of massive open online courses (MOOC). Design/methodology/approach The researchers surveyed individuals primarily from India, who had enrolled in at least one MOOC offered by MOOC providers such as Coursera, edX and FutureLearn. The data were collected from 310 individuals using an online questionnaire. The partial least squares technique of structural equation modeling (PLS-SEM) was used to test the reliability and validity of the data, and the study’s hypothesized relationships. Findings The study found support for identification of telepresence, challenge and skill as antecedents of flow experience. MOOC satisfaction and MOOC usage intention were found to be the outcomes of flow experience, as hypnotized. The study also found the mediating role of MOOC satisfaction in the relationship of flow experience and MOOC usage intention. Practical implications The findings indicate that if the MOOC providers can orchestrate flow experience for MOOC users then that will increase the satisfaction of MOOC users, which will lead to increase in MOOC adoption. Originality/value The study makes the contribution towards better understanding of flow experience in the context of MOOC usage by identifying both antecedents and outcomes of flow experience. Further, it highlights the influencing role of flow experience on MOOC adoption.
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