Online banking adoption in Spanish cities and towns. Finding differences through TAM application

This study aims to explore the differing online banking adoption in Spanish cities and towns through Technology Acceptance Model (TAM). paper is first unveil such differences between towns. Data was collected from Centre for Sociological Research analyzed with PLS-SEM SmartPLS. The model comprised perceived ease of use (PEOU), usefulness (PU), behaviour (UB) as variables directly associated. Perceived security (PS) included a mediator effects UB. Multi-group analysis (MGA) Importance-Performance Map Analysis (IPMA) were implemented. Most hypothesised direct indirect statistically significant found support both cities’ towns’ populations. PEOU did not present influence over PS. expected be different towns, although minimal. makes an outstanding contribution regarding sector’s social responsibility, which may further studied mirror inclusive practices. It also corroborates importance PS that influences services use.