INTRODUCTION

It is anytime and anywhere banking has become a reality and is popular all around the globe. It is one of the approaches that provide comfort to the clients for their monetary activities. Not just clients, but E-banking is considered to have huge impact on bank’s performance. The kind of benefits that e-banking provides led the customers have great choice of channels to conduct their business and yet feel convenience (Vij et al. 2014). For banks, they have upgraded their capacity to handle volumes of business which is made possible by technology implemented that drives transaction banking system. This can be denoted well that banks now invest majorly in technological advancements to meet the threats that emerge out of changing business environment, changing customer’s attitudes and economic volatility (Mukherjee 2012).

Growth of Internet Banking in India

In this research, we follow a popular definition proposed by Pikkarainen et al. (2004) to define internet banking as “an internet portal, through which customers can use different kinds of services ranging from bill payment to making investments”. Thus, the emphasis is on technologies that customers use without any interaction with, or assistance from, bank personnel. In India, electronic banking is of recent origin. The traditional model for banking has been through branch banking. In the early 1990s, the good old manual systems on which Indian Banking relied upon for centuries seem to start disappearing. The glory of launching internet banking in India goes to ICICI Bank. Citibank and HDFC Bank followed with internet banking services in 1999. Various initiatives have been taken by the Government of India as well as the Reserve Bank to facilitate the development of e-banking in India. Along with regulatory authority’s role, the wide scope and ease of e-banking has led to a paradigm shift from traditional branch banking to net banking.

Attitude and Behavior Intention

Successful marketing strategies facilitate predicting customer behavior and understanding what influences such behavior. There have been many empirical studies related to technological innovations diffusion which have expanded the dimensions of TAM model to include Attitude as highlighted in the Theory of Reasoned Action (TRA) (Davis, 1989; Jayawardhena & Foley, 2000). Fishbein and Ajzen’s (1975) theory of reasoned action is widely accepted model of consumer behavior. This model asserts that customer’s actual behavior follows his/her behavioural intention to be formed by one’s attitude toward such behavior.

METHODOLOGY

Method of the study

The present study was comparative research which was conducted with a purpose to investigate the difference of attitude towards customer intention to implement online banking services among the collegiate students of Nashik district.

Method of Sampling

The purpose of the study 180 collegiate students selected those users of privet banks accounts (HDFC, AXIS & ICICI). They studied in colleges of Nashik district. In the 180 students each of 90 boys & girls or under graduate & post graduate students selected through simple random sampling method.

Selection of Respondents

A collegiate students segment was selected because this segment represents potential prospects of Internet banking, since they form major portion of heavy users of Internet. The questionnaire was personally administered to target participants who were the existing users of internet banking with private banks specifically, HDFC, ICICI and Axis banks aged between 18-25 years. As the collegiate students are the good prospects of internet banking, it is more important to understand the underlying factors that determine their adoption behavior of this service particularly of the selected banks.

The Table 1 provided below presents the number of customers selected for each bank considered for the study for each of the group:

Table 1:  Selection of Respondents


Tools of Data Collection

The survey instrument (questionnaire) is presented in the table no. 2. The scale was generated after reviewing the existing literature & detailed discussion The schedule for data from collegiate students consisted of sections viz. General information, electronic service quality (16 statements), Attitude (5 statements) and Behavior Intention (4 statements).

Table 2: Items of Questionnaires Tools

 

As mentioned, that the above listed items of the constructs have been extracted from the reference studies and were modified to suit the present study. The table 3 presents the sources from which items of the constructs were drawn.

Table 3: Sources of the Constructs


In order to prove the internal reliability of the items used in the scale, Cronbach Alpha’s reliability was checked, and it was found reliable as shown in the table no.4 below:

Table 4: Reliability of Questionnaires


Procedure of the study

The researcher gathered the subjects and given to them instruction about the importance, about the research also provide explanation of questionnaires after the samples administered questionnaires for selected total number of 180 sample of collegiate students. After the selected subjects were distributed questionnaire collected for data collection.

Statistical Tools

After data collected analyzed through the independent sample ‘t’ test with interpretation were drawn. The level of significance was kept at 0.05 to test the hypothesis.

RESULTS OF THE STUDY

The obtained results are present in the following table which represents the results of independent sample t-test.

§ Gender on Customers Intention to Adopt Internet Banking Services of Private Banks:

Internet banking adoption across personal characteristics, T-tests was conducted. The section below explains this in detail.

H1: There is no significant difference between gender of respondents and their intention to adopt internet banking service.

Table 5: Group Statistics of Gender towards Internet Banking Adoption


Table 6: Independent Samples Test for Gender wise


This is attributed to the reason that females are empowering also assumes more participating role. Females either in their studies or working profiles same as men are active on the Internet these days and use internet banking easily.

H1: There is no significant difference between gender of respondents and their intention to adopt internet banking service: Accepted.

§ Effect of Education Qualification on Student Customers Intention to Adopt Internet Banking Services.

H2: There is no significant difference between education level of respondents and their intention to adopt internet banking service.

Analysis of Variance in Table no. 8 reflects intention to adopt internet banking does not differ on the basis of education qualification.

Table 7: Statistics of Educational Qualification towards Internet Banking Adoption


Table 8: Independent Samples Test for Educational Qualification


Internet banking is mostly adopted for convenience and speed and is a simple process. There may not require a technical skill to adopt internet banking service. Hence, hypothesis stands rejected in this case.

H1: There is no significant difference between education qualification level of respondents and their intention to adopt internet banking service: Accepted.

FINDINGS

The findings regarding the Comparative Study of Attitude towards Customer Intention to Implement Online Banking Services among the Collegiate Students group revealed the following indications. The General information, electronic service quality, attitude & behavior intention questionnaires conducted for collegiate students. To compare the significance difference of mean values between boys and girls also UG students and PG students, t-test was applied at 0.05 level of significant with f-value found 2.647 & 4.647 also t-value found 0.457 & 1.337 collegiate students gender wise and education level their intention to adopt internet banking service the t-value were found to be statistically no significant difference among gender wise and educational level of collegiate students.

The findings are also supported by George and Kumar (2014), where these dimensions along with other few dimensions were found to influence customer intention towards internet banking. This study highlights the web design attribute which makes access and usage of technology of online banking smooth along with efficiency and assurance attribute to transmit the positive opinion about security and credibility by customer service provider. Provision of information supplies as needed by customers on products or services before making any transaction is also proved to be an important tool.

CONCLUSION

Based on the above findings, it concluded that the research facilitates range of factors that affect collegiate student’s bank customer’s decision to adopt banking inane innovative manner. An understanding of these determining factors will assist banks in developing strategies to influence more young customers by promoting their internet service environment.

Further, this study necessitates young customer’s acceptance of technology which has changing motives and require new pattern to be identified and thus, the present research contributes to the original technology adoption model (TAM) developed by Davis (1989) which is widely accepted model.