Customers’ Acceptance of Internet Banking Service in Sudan by Using Unified Theory of Acceptance and Use of Technology (UTAUT) model

Abstract

This study taken up customers’ acceptance of internet banking service in Sudan by using unified theory of acceptance and use of technology. The objective of this research is to identify the factors influencing customers’ acceptance of internet banking service in the banks operating in Sudan: Using Unified Theory of Acceptance and Use of Technology (UTAUT) model. This study employed a quantitative data collection method using the survey approach to collect data concerning the usage of internet banking services by intended customers. Data analysis for the final conceptual model was performed by Structured Equation Modelling (SEM) using the Analysis of Moment Structures (AMOS) software. The results revealed that the ability is the most influential determinant of behavioral intention in the proposed model and performance expectancy construct was second in influence, then effort expectancy. While Social influence had no impact on the behavioral intention in the proposed model. Furthermore, the moderating role of age, experience, education, and income was supported in the proposed model. While the model reported a non-moderating effect of gender. The current research contributes to knowledge in the field of technology acceptance research. It demonstrated that ability perceptions, as a multidimensional concept, a plays an important role in the behavioral intention to use IBS. It also demonstrated that the unified model of technology acceptance established in the developed countries can be transferred to developing countries although with varying degrees of explanation power.