Factors influencing the adoption of internet banking in South India

Study on adoption of information technology has always been an important challenge for practitioners and academicians. Internet banking customer is more profitable to the banks but still, 93 percent of the banking customers are not using Internet banking in India. If all the banking customers adopt internet banking, the benefits of banks will be increased which in turn be useful to expand the branches in rural areas, provide more employment opportunities, increase in transactions and increase in cash flow. Banks are the backbone of the economy as its benefits can enhance the economic development. In India, slowly but steadily, Indian customers access many new channels for their banking transactions. However, the threats to internet banking are high but they are hidden under the carpet of benefits. Customers see large tangible benefits rather than seemingly negligible drawbacks. Not many studies have been conducted to evaluate whether the banking technology is properly used by South Indian private sector bank customers. Hence, the book is written to find out on potential factors influencing internet banking adoption in the country based on UTAUT model.