Article
The Influence of Digital Trust on Customers' Intention to Use Online Banking Services
This research tries to find out how digital trust influences the customer's desire to use online banking services. Through a quantitative method, information was obtained from 250 active users of digital banking platforms. The findings show that digital trust is the main factor which influences adoption behavior. To illustrate, 79% of the respondents said that security in the digital environment is the factor that most contributes to their determination to use online banking, while 67% disclosed that a bank’s clear communication strengthens this trust. Regression analysis also showed that digital trust had a strong and positive impact on customers' usage intentions (β = 0.68, p < 0.01). The results position the banks to be more concerned with consolidating their digital ecosystems by committing to the provision of high-standard cybersecurity, creating awareness among users, and engaging in honest and transparent privacy practices. In general, the research points out that the establishment and continuation of digital trust are the main factors that lead to an increment of the customers’ online banking activities.