An Integrated Model of Customers’ Characteristics and their Perceptions on Internet Banking Use

Hyun Shik Yoon, The University of Texas at San Antonio
Myung Ko, University of Texas at San Antonio


Despite the rapid increase of Internet users and cited benefits of using Internet banking, the number of Internet banking

users has not risen as strongly as expected. In order to understand this issue, it is critical to understand the types of

individuals who use Internet banking and how their personal characteristics and perceptions influence Internet banking

use. In this study, we propose an integrated research model, which incorporates a set of individual personality traits as

described by the Five-Factor Model (FFM) and factors that influence individual user’s perception toward Internet

banking. The proposed model provides important contributions to the information technology (IT) adoption and Internet

banking research.