Online banking or E-banking, commonly known as internet banking, is experiencing rapid global
growth. However, some may not realize that the growth in e-banking has not kept pace with the more
rapid growth in internet usage. It appears that many consumers, particularly in Asia, are a reluctant to
provide sensitive personal information online because they are concerned about security and privacy.
Utilizing the technology adoption mode (TAM) and a newly created trust model, this study
investigates the factors impacting the adoption of e-banking including ( a) perceived service and security,
(b) perceived ease of use, ( c) perceived usefulness, (d) innovation, (e) familiarity, and (f) awareness.
These factors have a significant impact on trust which leads to a willingness to adopt e-banking.
Data were collected from residents in Thailand who have computer self-efficacy and high
Internet usage. Seven hypotheses were tested with data collected from 400 respondents in Bangkok. Each
of seven factors tested were found to be significant in impacting the adoption of e-banking.
Recommendations are provided to banks to enable them to improve both the adoption and the retention
rate of e-banking in Thailand.