Towards the Development of an initial Trust Model for the Adoption of Internet Banking Services in Jordan

Internet banking service (IBS) is transforming the traditional ways of customer banking. Although IBS is very common in developed countries, however, its adoption by customers in developing countries is still very slow. This may well be due to the lack of customer’s trust in IBS in developing countries. This paper studies the important issue of customer’s initial trust in IBS in the Jordanian context and proposes the customer initial trust model. The objective of this model is to understand and analyse the underlying factors that affect the early stage of trust (i.e. initial customer trust) in IBS, which may, impact customer’s initial intention to use IBS. The proposed model of customer’s initial trust in IBS integrates constructs from Diffusion of Innovation (DoI) theory, Hofstede culture theory and trust literature. The distinguishable property of this model is the incorporation of national culture dimensions on initial trust. The proposed model will assist Jordanian banks in understanding the factors that may impact their customers’ initial trust in IBS.