Empirical evaluation of Customer Perceived Risk and Customer Attitude towards Internet Banking in North Karnataka

Purpose: The purpose of this paper is to study the customer's perceived risk in using the internet banking and the role of e- banking attributes on attitude development of the customers. It also analyses the impact of customer's perceived risk on attitude development. Design of the study: The causal research type is undertaken to study the stated purpose. The study uses the structured questionnaire which is valid and tested for reliability. Descriptive and correlation analyses have been used in the paper. Descriptive statistics for risk perception analysis and attitude analysis is undertaken using Fishbein's .Multiattribute Attitude model. Correlation analysis is done to know the relation between risk perceptions on the attitude of customers towards e banking. Findings: The research finds out that performance risk and security risk are highly perceived risk factors among the customers. Simplicity and confidentiality attributes contribute more towards attitude development. It is discovered that there is a relation between for almost all dimensions of risk perceptions with the customer attitude.