Website Design and Usage Behaviour: An Application of the UTAUT Model for Internet Banking in UK

Kholoud Ibrahim Al Qeisi, Ghaith Mustafa Al-Abdallah

Abstract


A well designed website brings numerous benefits to firms. Some of these benefits are well established. But whatelements of the website design really matter and how do these in turn influence website usage behaviour?Adopting the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical foundation, wereport the findings from a survey of 316 users of internet banking; data were collected through an offlinequestionnaire developed based on the literature review and previous studies,directed to a convenience sample.Structure equation modelling, the two steps approach, starting with measurement model and then the structuralmodel was applied.We demonstrate that the technical, general content and appearance dimensions of a Web siteare the most important for users. In addition, these dimensions are significantly related to usage behaviourdirectly and indirectly through belief constructs. We also find that the impact of performance expectancy onusage behaviouris significant in predicting usage. Implications and Recommendationswere provided afterthorough discussion.

Full Text: PDF DOI: 10.5539/ijms.v6n1p75

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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