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How bricks-and-mortar attributes affect online banking adoption

J. Internacional: How bricks-and-mortar attributes affect online banking adoption

CARLOS FLAVIAN., MIGUEL GUINALIU., EDUARDO TORRES M.

2006 - International Journal of Bank Marketing - Vol. 24, N° 6, Pp 406 - 423

Abstract

Purpose – This paper analyzes how consumers’ perceptions of their traditional bank influence their decision to adopt the services offered by the same bank on the internet. Design/methodology/approach – The data required in this paper were gathered by means of a personal survey conducted with customers of various banks totaling 633, which distribute their services by traditional channels as well as on the internet. A Binomial Logistic Regression process was analyzed to assess the influence of trust, incomes, age, sex, education and employment on the adoption of the financial services offered by a traditional bank on the internet. Findings – The results in the paper showed that consumer trust in a traditional bank, as well as incomes, age and sex are factors that influence consumers’ decision to work with the same bank via the internet. Research limitations/implications – The paper shows that, turning to the limitations of the work, it is necessary to point out that the majority of individuals who participated were Spanish speaking, so that it would also be a good idea to carry out a new validation of the model with a wider sample of consumers, particularly in terms of different nationalities. Practical implications – Throughout this paper the importance of trust in online banking adoption has been shown. The results show that there is a clear relationship between consumer trust in the traditional channel and the likelihood of using services provided by the same bank on the internet. The results of the research also show the need to target marketing actions on certain segments of the population. Originality/value – This paper offers an innovative approach, since it analyzes how consumers’ perceptions of their traditional bank influence their decision to adopt the services offered by the same bank on the internet. This analysis perspective has not been previously used in the literature.

Keywords

Banking, Trust, Internet. 

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