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Kin, Min Shiew (2014)
Languages: English
Types: Doctoral thesis
2014 dissertation for MBA in International Business. Selected by academic staff as a good example of a masters level dissertation. The research examines the correlation between consumer attitude and subject norm influence towards online banking behaviour in Malaysia. The main theory discussed in the research is the Fishbein’s model: the theory of reasoned action. Subject norm is derived from the theory and are widely used in this research. A quantitative survey dealing with facts and figures are used in the research. Consequently, a self-administered questionnaire is distributed among online banking users in Malaysia and 103 responses are collected out of the two weeks frame. Data findings using the SPSS 20 software by using the regression and correlation methods proved the positive relationship consumer attitude and subjected norm towards online banking possessed. To bring the research to a further altitude, a factor analysis is done to indicate components in consumer attitude towards online banking. The components found are: perceived security and privacy, accessibility, convenience and risk.\ud Cultural aspects are investigated briefly to relate to the online banking behaviour in Malaysia. Hofstede scores are used and the comparison of the scores and cultural factor towards online banking behaviour were elaborated in the study. There is a positive relationship between consumer attitude and subject norm influence towards online banking behaviour in Malaysia. The research is relatively new investigating a niche market, future research can be done to elaborate further on the consumer and subject norm aspect and online banking practitioners can benefit from the facts and figures in the study to strategize the marketing aspect of online banking.
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