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The purpose of this paper is to attempt to introduce a new approach to User's Informational‐Based Readiness (UIBR) for investigating the acceptance of marketing innovations such as Internet Banking (IB) services.

The UIBR construct involves four dimensions that it is proposed influence the potential adopters' intention to adopt IB. The study employed the quantitative method where convenience sampling and self‐administrated survey questionnaires were sent to 1,000 bank account holders in Yemen.

The findings reveal that both intention and attitude are positively related to all variables of interest and are significantly related to all investigated variables. Furthermore, the multiple regression findings moderately supported that all alternative hypotheses of interest and their sub‐hypotheses are accepted, regarding both the individual's intention and attitude …