Internet banking adoption in Turkey an empirical analysis on attitudes of customers

ABSTRACTThe Internet provides banking sector to move towards using a new distribution channelin reaching their customers. Previously, customers have been performing bankingtransactions only at a bank branch, ATM or telephone, but the Internet has opened newopportunities for both banks and customers.In this study, we have made a detailed review of the Internet banking phenomenon inthe present banking literature and then concentrated on bank consumers? demographicprofiles, attitudes, and behaviors in terms of their Internet banking usage situationbased on empirical evidence collected from a bank in Turkey. Thus, a surveyquestionnaire was developed to collect the primary data from the customers.In order to use in our analysis, five factors, perceived ease of use, perceived usefulness,security and privacy, quality, and relative advantage are selected from the literature.After testing the reliability of the factors, factor analysis is used to see whether the set ofquestions form or not these factors. It has seen that five factors are predominant. Inorder to see the factors more deterministic for the use of Internet banking of Turkishbank customers?, regression analysis has been conducted. As a result, three of thefactors, namely perceived ease of use, perceived usefulness and security and privacy aredetermined as more valid reasons for influencing Turkish bank customers? usage ofInternet banking.