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COMMUNICATION and MANAGEMENT in - Wseas.us

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Communication <strong>and</strong> Management <strong>in</strong> Technological Innovation <strong>and</strong> Academic Globalization<br />

Plenary Lecture 15<br />

The Adoption of eBank<strong>in</strong>g: an Application of Theories <strong>and</strong> Models for Technologies<br />

Acceptance<br />

Associate Professor Liliana Mihaela Moga<br />

Faculty of Economics<br />

Department of F<strong>in</strong>ance <strong>and</strong> Economic Efficiency<br />

Dunarea de Jos University, Galati, ROMANIA<br />

liliana.moga@gmail.com<br />

Abstract: In an ever-develop<strong>in</strong>g society, a strong, viable economy is vital for any country that seeks to survive on the<br />

global market <strong>and</strong> to provide upwardly liv<strong>in</strong>g st<strong>and</strong>ards for its citizens. Recogniz<strong>in</strong>g the above mentioned po<strong>in</strong>ts as<br />

m<strong>and</strong>atory, Romania is tak<strong>in</strong>g steps to develop its electronic bank<strong>in</strong>g services to meet 21st century global st<strong>and</strong>ards.<br />

The eBank<strong>in</strong>g services ga<strong>in</strong>ed the attention of a major part of the traditional bank<strong>in</strong>g services c<strong>us</strong>tomer beca<strong>us</strong>e of<br />

the great importance of the f<strong>in</strong>ancial activities with<strong>in</strong> the daily life. This m<strong>us</strong>t be a pl<strong>us</strong> for the bank, but this<br />

hypothesis is not confirmed by the real life. The paper identifies the factors that <strong>in</strong>fluence the c<strong>us</strong>tomers’ <strong>in</strong>tention to<br />

<strong>us</strong>e the electronic version for bank<strong>in</strong>g services . The <strong>us</strong>er acceptance of Internet as new technologies that transform<br />

some traditional services <strong>and</strong> activities is a topic of <strong>in</strong>terest for many professionals <strong>and</strong> researchers work<strong>in</strong>g <strong>in</strong><br />

vario<strong>us</strong> doma<strong>in</strong>s. This paper presents the ma<strong>in</strong> theories employed <strong>in</strong> assess<strong>in</strong>g the technology acceptance (theory of<br />

reasoned action, theory of planned behavior) as well as the technology acceptance models that have been developed<br />

on the basis of these theories. The foc<strong>us</strong> of the paper is on the model develops <strong>and</strong>, implicitly, on the hypotheses that<br />

have to be tested <strong>in</strong> order to validate a model for the Internet acceptance <strong>in</strong> traditional bank<strong>in</strong>g services, based both<br />

on the content of the ma<strong>in</strong> theories employed <strong>in</strong> assess<strong>in</strong>g the technology acceptance as Information Diff<strong>us</strong>ion<br />

Theory, Tr<strong>us</strong>t, Technology Acceptance Model, Decomposed Theory of Planned Behavior <strong>and</strong> empirical studies, too.<br />

Brief Biography of the Speaker:<br />

Liliana Moga graduated Dunarea de Jos University <strong>in</strong> 1997 with a degree <strong>in</strong> Food Economics <strong>and</strong> then <strong>in</strong> 2001 with a<br />

degree <strong>in</strong> Informatics for B<strong>us</strong><strong>in</strong>ess. In 2004, she obta<strong>in</strong>ed a Master's degree <strong>in</strong> the Management of European<br />

Programmes <strong>and</strong> Politics. She has defended her PhD thesis on Value-Based Software Eng<strong>in</strong>eer<strong>in</strong>g at the Academy<br />

of Economic Studies <strong>in</strong> Bucharest, Management Department. She has ten years' professional experience as an<br />

academic <strong>and</strong> a researcher. Her <strong>in</strong>terests are related of the <strong>us</strong>e of ICT <strong>in</strong> economics, as a reflection of her work<br />

experience with an ICT companies <strong>and</strong> as an Associate Professor for Dunarea de Jos University <strong>in</strong> F<strong>in</strong>ancial<br />

Information Systems <strong>and</strong> Software. She is author/co-author of more than 70 papers published <strong>in</strong> <strong>in</strong>ternational journals<br />

or presented at <strong>in</strong>ternational conferences. Also, her research activity is foc<strong>us</strong>ed on Management Information<br />

Systems, Information Technologies for Quality Safety Traceability <strong>and</strong> on Models for ICT adoption <strong>in</strong> banks,<br />

enterprises <strong>and</strong> farms.<br />

She is member of External Reviewer of European Journal of ePractice, The IPSI BgDTransactions on Internet<br />

Research, Issues <strong>in</strong> Computer Science <strong>and</strong> Eng<strong>in</strong>eer<strong>in</strong>g, The IPSI BgD Transactions Advanced Research, Transdiscipl<strong>in</strong>ary<br />

Issues <strong>in</strong> General Science <strong>and</strong> Eng<strong>in</strong>eer<strong>in</strong>g, African Journal of Biotechnology, African Journal of<br />

Agricultural Research, Journal of Community Informatics, PISTA (International Conference on Politics <strong>and</strong><br />

Information Systems: Technologies <strong>and</strong> Applications), WSEAS Conferences <strong>and</strong> member of Editorial board of Annals<br />

of Dunarea de Jos University. Also, she is a Program Committee member for IBIMA Conference on Knowledge<br />

Management <strong>and</strong> Innovation <strong>in</strong> Advanc<strong>in</strong>g Economies <strong>and</strong> for SOIC (International Symposium on Social <strong>and</strong><br />

Organizational Informatics <strong>and</strong> Cybernetics).<br />

Also, she is a member of Association for Technology <strong>and</strong> Internet, Alumni DiploFundation, Giganet, ePracice <strong>and</strong><br />

Global Knowledge Partnership Network.<br />

ISBN: 978-960-474-254-7 25

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