Customer trust in internet banking systems: an empirical study of Thailand

• Authors: Pimmanee Rattanawicha;Vatcharaporn Esichaikul;Chatpong Tangmanee;Eralp Gullep
• Venue: CHINZ '03 Proceedings of the 4th Annual Conference of the ACM Special Interest Group on Computer-Human Interaction
• Year: 2003

Internet banking is one of many specific Internet applications which has a lot of potential customers. However, at the moment, the lower number of Internet banking customers than was predicted may be the result of customers' lack of trust in Internet banking systems. This research investigated offline and online factors which may have effect on customer trust in three stages (before, during, and after) of interacting with Internet banking system. We defined "Pre-interaction", "On-inter action", and "Post-interaction" factors as factors which affect customer trust before, during, and after interacting with the system, respectively. Our empirical study was undertaken in Bangkok, Thailand. The result of data analysis pointed out that "Pre-interaction" factors, such as unambiguous laws and regulations, "On-interaction" factors such as system with high performance and web site design with high quality, as well as "Post-interaction" factors such as system personnel with high competence, can all have strong positive effect on customer trust in Internet banking systems. Moreover, beside these factors, we studied three of customer's individual differences such as his/her self-confidence in using IT, general concerns toward trust, and attitude toward privacy and security of Internet. It was found that customers had high self-confidence in using IT, high concerns toward trust in general, and negative feeling about privacy and security of Internet. Further data analysis pointed out that current customers of Internet banking were those who had higher self-confidence in using IT, and less negative feeling toward privacy and security of Internet.