Exploring the role of social proof of credibility and usability for internet banking adoption through media networks

Abstract

Present study has offered two theoretical models which may helpful to understand the importance of social proof during internet banking (IB) adoption. The existing technology adoption model such as TAM has ignored the importance of social proof of credibility such as risk, security, and privacy. People are actively involved to take recommendations from close sources, experts, customers, and crowd opinion using social media platforms (SMPs). The purpose to gather information is to save from risk, security, and privacy issues especially when customers must share their personal and financial information during IB. It has found that conventional banks have positive word of mouth, recommendations, and reviews therefore the number of IB customers, profitability, and growth is high compared to Islamic banks. Conversely, SMPs have more negative word of mouth and stories which creates social proof regarding the uncertainty and risk in IB adoption. Findings highlights that people have social trust, confidence, and believe in their close sources and conventional banks.