UNDERSTANDING INTERNET BANKING ADOPTION BEHAVIOR: A STUDY OF PERCEIVED BENEFITS AND COSTS IN INDIA

The rapid growth of information technology has led to the emergence of internet banking as a viable alternative channel for delivering banking services and products. This study examines factors which affect internet banking adoption behavior of consumers in India, with a focus on perceived costs and benefits. A survey was conducted among 337 respondents in Delhi and NCR region from diverse socio-economic background. Descriptive statistics were calculated and multiple regression analysis was performed on this data. Results indicate that perceived benefits significantly and positively influence attitude towards internet banking adoption. However, perceived cost was found to have an insignificant relationship with the attitude towards internet banking, contrary to previous research findings. The study highlights the importance of emphasizing the tangible and intangible benefits of internet banking to encourage wider adoption. The study additionally offers managerial implications and proposes avenues for future research.