IMPACT OF CUSTOMER’S AWARENESS AND PERCEIVED RISK ASSOCIATED WITH E-BANKING: THE MODERATING ROLE OF DEMOGRAPHICS

E-banking is one of the most recently used services in the world and are being used as strategic weapon by banks to enhance the development of banking services. The information technology advancement affects the whole world by changing the way of living, learning and interacting with one another. This study aims to examine the impact of awareness and perceived risk on the usage level of e-banking services and to identify the moderation effect of demographics among awareness and e-banking usage in Quetta City. This study integrates theory of perceived risk with the brand awareness concept to propose a theoretical model. Primary data were collected from 150 bank account holders by non-probability convenience sampling technique through well-structured questionnaire. Multiple regression was run to test the study hypothesis. The main findings of the study are: awareness has positive and significant impact on e-banking usage level. Perceived risk has insignificant negative impact on e-banking usage. Among the five categories of perceived risk, only social risk has significant and negative impact on e-banking usage. Demographics (age, gender, education and income) plays a moderating role in the relationship of awareness and e-banking usage.