Relationship between demographic variables and behavioural intention to adopt internet banking
Dr. J Ramola Premalatha
The present study focuses on demographic profile of the customers and its relationship with adoption of internet banking. The study was trigged by the fact that private sector banks had introduced internet banking for the benefit of both the customers and banks but the adoption rate is low in Tamil Nadu, South India. Banks are the pillars of the economic development of a country. Many researchers had identified many factors that influence the adoption of internet banking in the country but not many had studied the relationship between demographic variables and adoption of internet banking. Hence there was a need to study the demographic variables. The researcher hypothesised the that there is no relationship between demographic variables and adoption of internet banking. Required data was collected through survey of the customer (N= 573) of Indian private sector banks in Tamil Nadu. Correlation was used to test the hypothesis under study. The results showed that there is a significant relationship between demographic variables and behavioural intention of the private sector bank customers adopting internet banking based on UTAUT model. The study recommended the banks to tailor make their efforts to attract middle aged, male, urban living, and middle income earners, educated and working in private sector customers.