Determinants of Branchless Digital Banking Acceptance Among Generation Y in Malaysia

Rapid advancement of technology in financial services has changed the nature of banking services. Banks have adopted new strategies by offering better products and services while decreasing and building customer satisfaction concurrently. Branchless Digital Banking is a new wave for the future banking service. By the end of 2018, the penetration in Malaysia is expected to exceed 60%. Generation Y has been identified the majority internet users in Malaysia. The aim of this study is to identify the factors that influence the Branchless Digital Banking acceptance among Generation Y in Malaysia. Quantitative research has been used as a research approach for the study. The Technology Acceptance Model (TAM) was adapted in this study. Online surveys have been conducted to random respondents to identify the factors that influence the acceptance of Branchless Digital Banking among Gen Y in Malaysia. Based on the analysis results, two factors that have been identified are Perceive Ease of Use and Amount of Information. The findings of this study will assist banks to enhance their online services.