The Factors Affecting Intention To Use Digital Banking in Malaysia

Gan, Jin Hong (2023) The Factors Affecting Intention To Use Digital Banking in Malaysia. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

The rapid development of technology has brought significant improvement to daily human lives and raised living standards. One of the innovative products of this progress is digital banking, which has recently emerged as a popular option in Malaysia. Digital banking offers a range of convenient and secure services that have transformed the traditional banking experience, making it more accessible and efficient for consumers. Despite the benefits of digital banking, many consumers may not be familiar with the technology and its features. Therefore, raising awareness about digital banking and educating consumers on how it can simplify their banking experience is crucial. Moreover, it is essential to investigate consumer intentions and the factors that may affect their willingness to adopt digital banking, such as trust, ease of use, and security concerns. By understanding these factors, banks and financial institutions can develop strategies to improve their digital banking offerings and increase consumer adoption. Overall, the development of the digital banking industry in Malaysia can lead to greater financial inclusion and drive economic growth. After the review of prior research about the intention to use digital banking, the is lacking empirical research to investigate the role of attitude between the variable of social media influence, brand image, perceived data security and consumer intention. Prior research also lacks investigation into the brand image of the particular ‘Maybank2U’ platform and lacks emphasis on perceived data security. Therefore, this research investigates the relationship between these variables and attitudes towards consumer intention to use digital banking. Moreover, this research also investigated age as a moderator factor to study the effect between attitude and consumer intention.