Analysis of the Relation between Familiarity, Perceived Security and Trust Toward Internet Banking

2011. Revista de Ciencias Sociales.

Eduardo Torres Moraga, Leslier Valenzuela Fernandez

Abstract:

Trust has become an important challenge for Internet banking. The fact that many people still do not adopt Internet to do their bank transactions is due, among other things, to the low level of trust that still exists regarding this system. This distrust may be linked both to familiarity and to the degree of security that people perceive in this banking system. The objective of this study is to analyze the effect that familiarity and perceived security have on trust toward Internet banking. The proposed hypotheses are contrasted through a structural model built using a series of valid and reliable constructs. The main conclusions of this study are that familiarity as much as perceived security have a direct, positive effect on trust. At the end of the study, the implications these results could have on managing the factors that determine trust toward Internet banking are presented.

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