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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/22752

Title: How customers' offline experience affects the adoption of online banking
Authors: Estrella-Ramon, Antonia
Sanchez-Perez, Manuel
Swinnen, Gilbert
Issue Date: 2016
Citation: INTERNET RESEARCH, 26(5), p. 1072-1092
Abstract: Purpose - The purpose of this paper is to examine the impact of customers' offline transaction behaviour in the form of loyalty and cross-buying on the adoption of self-service technology innovations by non-business customers in the context of online banking. Design/methodology/approach - This study extends the Diffusion of Innovation Theory, as well as the Technology Acceptance Model adapted to describe and model individual customer observed behaviours in the pre-adoption stage of the adoption process. The Log-logistic parametric survival model is applied using panel data for 1,357 randomly selected new customers from a bank. Findings - Significant differences arise among customers' behaviours related to periodicity of interactions with the bank and quantity of products involved in the interactions, as well as convenience and risk of the interactions. The results corroborate that those customers who are more likely to adopt the online banking faster show an offline behavioural pattern more related to higher periodicity of interactions and convenience, rather than a high number of products involved in their interactions, the use of high-risk products or the maintenance of a higher average monthly liabilities. Originality/value - While previous research explaining the process of adoption of the online channel has mainly focused on the analysis of customers' attitudes (i.e. customers' perceptions) and demographics, in this research an additional explanation is proposed using customers' offline transaction behaviours. In addition, there is a considerable amount of research about the adoption of new technologies, but there is a scarcity of studies looking specifically at the financial services and banking industry.
Notes: [Estrella-Ramon, Antonia; Sanchez-Perez, Manuel] Univ Almeria, Dept Econ & Business, Almeria, Spain. [Swinnen, Gilbert] Hasselt Univ, Fac Business Econ, Dept Mkt & Strategy, Diepenbeek, Belgium.
URI: http://hdl.handle.net/1942/22752
DOI: 10.1108/IntR-03-2015-0092
ISI #: 000386140600003
ISSN: 1066-2243
Category: A1
Type: Journal Contribution
Validation: ecoom, 2017
Appears in Collections: Research publications

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