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ABSTRACT

THIS STUDY INVESTIGATES THE FACTORS INFLUENCING CUSTOMER ADOPTION OF INTERNET BANKING SERVICES IN MACAU THROUGH A QUANTITATIVE APPROACH UTILIZING A CUSTOMER SURVEY. AS DIGITAL BANKING CONTINUES TO EVOLVE, UNDERSTANDING THE DETERMINANTS OF ADOPTION IS CRITICAL FOR FINANCIAL INSTITUTIONS SEEKING TO ENHANCE THEIR OFFERINGS AND ENGAGE WITH DIVERSE CUSTOMER SEGMENTS. A SAMPLE OF OVER 100 RESPONDENTS WAS SURVEYED, CAPTURING ESSENTIAL DEMOGRAPHIC INFORMATION, TECHNOLOGICAL PROFICIENCY, AND ATTITUDES TOWARD INTERNET BANKING. THE ANALYSIS EMPLOYED DESCRIPTIVE AND INFERENTIAL STATISTICAL TECHNIQUES, INCLUDING REGRESSION ANALYSIS AND FACTOR ANALYSIS, TO IDENTIFY KEY RELATIONSHIPS AND UNDERLYING FACTORS INFLUENCING ADOPTION. THE FINDINGS REVEAL THAT PERCEIVED EASE OF USE, SECURITY CONCERNS, AND PRIOR BANKING EXPERIENCE SIGNIFICANTLY AFFECT CUSTOMERS' LIKELIHOOD OF ADOPTING INTERNET BANKING SERVICES. ADDITIONALLY, DEMOGRAPHIC VARIABLES SUCH AS AGE, OCCUPATION, AND NATIONALITY EMERGED AS IMPORTANT PREDICTORS OF CUSTOMER ATTITUDES TOWARD ONLINE BANKING. THE RESULTS OF THIS RESEARCH PROVIDE ACTIONABLE INSIGHTS FOR BANKS AND FINANCIAL INSTITUTIONS IN MACAU, HIGHLIGHTING THE NEED FOR TARGETED MARKETING STRATEGIES AND ENHANCED USER EXPERIENCE TO FOSTER GREATER ADOPTION OF INTERNET BANKING. THIS STUDY CONTRIBUTES TO THE EXISTING LITERATURE ON DIGITAL BANKING ADOPTION IN THE REGION AND SERVES AS A FOUNDATION FOR FUTURE RESEARCH IN THIS DYNAMIC FIELD.