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A comprehensive examination of internet banking user behaviour: evidence from customers yet to adopt, currently using and stopped using

Wu, Meimei; Jayawardhena, Chanaka; Hamilton, Robert

Authors

Meimei Wu

Chanaka Jayawardhena

Robert Hamilton



Abstract

Despite the surge in interest in research on customers’ adoption of internet banking (IB), how discontinued users can be brought back to IB has not received much attention. To respond to this question and to provide a comprehensive understanding of IB customer behaviour, we develop a conceptual model grounded on the extended technology acceptance model, and empirically validate it using a sample of 614 IB customers (including those yet to adopt, current users and discontinued users) from China. Perceived value is the most important driver for explaining all categories of customers’ IB-related behaviours. Banks that implement measures that aim to increase the perceived usefulness of IB and enhance the value of IB are likely to be rewarded with increasing IB adoption amongst its customer base.

Publication Date 2014-08
Journal Journal of marketing management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 30
Issue 9-10
Pages 1006-1038
APA6 Citation Wu, M., Jayawardhena, C., & Hamilton, R. (2014). A comprehensive examination of internet banking user behaviour: evidence from customers yet to adopt, currently using and stopped using. Journal of marketing management, 30(9-10), 1006-1038 . https://doi.org/10.1080/0267257X.2014.935459
DOI https://doi.org/10.1080/0267257X.2014.935459
Keywords Internet banking behaviour, Discontinued users, Technology acceptance model, Perceived value, Partial least squares
Publisher URL http://www.tandfonline.com/doi/abs/10.1080/0267257X.2014.935459
Additional Information Peer Review Statement: The publishing and review policy for this title is described in its Aims & Scope.; Aim & Scope: http://www.tandfonline....cope&journalCode=rjmm20

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