Impact of service Quality Perceived Risk, Perceived Privacy and Security and Perceived Trust on technology acceptance model: An empirical study based on online banking sector of Pakistan

The purpose of the study is to evaluate the service Quality parameters of online banking that determine customer's usage behavior, hence the association among Perceived Risk, Privacy & Security and Perceived Trust on customers' attitude was studied that further influences customers' intention towards usage of online banking in Pakistan. A cross sectional study was conducted, where the questionnaires were distributed among 250 users of online banking of public and private banks. Respondents were selected using random sampling technique, who was students and employees of different universities and organizations. The study suggested that service Quality plays a vital role in determining users' actual usage behavior. It was further suggested that longitudinal study should be conducted in order to view the change in their behavior with the raise in experience and ease of use. Moreover individuals' personalities should be taken as a moderating variable to evaluate the impact of personality on technology acceptance.