A novel hybrid procedure of PLS-SEM, ANN and fuzzy TOPSIS for online banking

Abstract

The adoption of online banking is a big challenge as well as an emergent paradigm which is evolving quickly. The study develops a new exploration model that is used to determine significant constructs of the UTAUT theory that influence the adoption of online-banking. A study was conducted through an online survey of online banking users. Three methods were used; firstly, PLS-SEM was used to determine which of the constructs have a significant impact on behavioral intention to use e-banking, secondly, an incorporated neural network model was used to classify the relative impact of significant variables obtained from PLS-SEM, and finally a hybrid procedure is incorporated from PLS-SEM to initialize the Fuzzy TOPSIS. The findings of the research paper constitute the ranked results and a comparison between them. The results of PLS-SEM and ANN analysis showed the same ranking for the constructs, while the decision making method Fuzzy TOPSIS introduced some changes in the ranking. This study presents valuable insights for the banking system to bring effective projects that increase the possibilities of using online banking.