The adoption of internet banking: An institutional theory perspective

Several models have been proposed in the literature to understand technology acceptance in which social environmental factors are not primarily addressed. Drawing upon the social contagion theory and institutional theory, this study proposes a model to examine three social environmental factors of normative, coercive and mimetic pressures within the internet banking (IB) context. The model is tested using survey data from 124 respondents. The results reveal that normative and coercive pressures significantly influence the attitude and intention of adopting IB, while mimetic pressures appear not to. Attitude plays a mediating role between institutional pressures and IB adoption. This study spearheads an institutional analysis at the individual level within the IB context. The findings also provide valuable insights for bank managers to manage the IB services.