Reasoned Action Model: Consumer Awareness Of E-Banking

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Consumer Awareness of E-banking
1. Independent Variable: Consumer Awareness
Consumer awareness means consumer’s right to be aware of products they intend to purchase (Dommeyer and Gross, 2009).It means consumers are aware of products or services offered by certain firms.
i. Ajzen’s Theory of Planned Behavior
This theory shows the relationship between knowledge and consumer behavior. It states that individual’s intentions to act or not to act in a particular are a requirement to a certain action (Ajzen, 1991). This invention can be affected by time and other factors that affect the willingness of a consumer to intent. McEarchem and Warnaby (2008) found that knowledge underlies on planned behavior, action-related knowledge, and effective knowledge.
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Theory of Reasoned Action Model
The assumption of a model of Reasoned Action is that individuals are always rational and that they usually consider implications of their actions before they decide whether to perform a certain behavior or not (Ajzen and Fishbein, 1980). According to TRA, any conscious behavior of an individual is as a result of their attitude towards that behavior and the subjective norm. Subjective norm is the general perception of what an individual should do or not according to family, friends or colleagues. The stronger the attitude of consumers towards something, the greater the perception or the social pressure to go for
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According to Roger (1983), the acute factors that determine adoption of new technology are the relative advantage of innovation, compatibility, complexity, observability, and trialability. Therefore the factors that determine whether consumers will adopt e-banking are trialability, observability, and complexity of the system. ii. Technology Acceptance Model
TAM determines provides factors that contribute to individuals not to accept a specific system. Davis (1986) found out that individual attitudes towards the system and its perceived usefulness of the technology. These factors influence their decision on how and when they will adopt it. This model also shows if the particular technology will be accepted by consumers or not. According to Davis (1989), customers’ decisions depend on the degree to which the customer perceives that the technology will be important in performing their job activities and free from a lot of effort.
E-banking Factors
Despite individuals attracted to innovation and banking being strong, their attention towards internet banking services should also be considered. These factors are as

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