Impact of customer relationship management, financial literacy and social influence on online banking adoption: the moderating role of personal innovativeness

Purpose This research used the technology acceptance model (TAM) to explore the effect of customer relationship management, financial literacy and social influence on users’ intentions to adopt online banking. Furthermore, it explores the moderating role of personal innovativeness in technology in this context. Design/methodology/approach The measuring scale in this study was refined iteratively through talks with domain experts. A digital survey was used to gather data from 524 respondents, and PLS-SEM was used for analysis. Findings The findings reveal that customer relationship management and financial literacy significantly impact perceived usefulness and perceived ease of use but not the intention to adopt online banking. Perceived usefulness and perceived ease of use significantly influence intention, whereas personal innovativeness and social influence do not. Additionally, the moderation effects of personal innovativeness between customer relationship management, financial literacy, social influence and intention are insignificant. Originality/value This innovative study introduces personal innovativeness in technology as a moderator in the perspective of online banking adoption, setting new standards in the field. This important point has not been covered in previous studies.