Towards a universal model of internet banking adoption: initial conceptualization

Tina Suzanne Harrison, Okey Peter Onyia, Stephen K. Tagg

Research output: Contribution to journalArticle

17 Citations (Scopus)

Abstract

Designing this study, we postulated that customer readiness and web-channel readiness are the twin universal antecedents of Internet banking (IB) adoption. We delineate readiness as the state of preparedness, ability, and willingness to engage in Internet banking, and argue that both the potential customer and financial institution’s web-channel must be equally ready before IB-adoption can occur. Our model was tested in the context of IB-adoption in Scotland. 26 intervening customer and web-channel variables isolated from existing literature were tested to identify potential universal determinants of retail-customer adoption of Internet banking. A sample of 1000 customers was surveyed. ANOVA, multiple regression and logistic regression analyses were used in testing the associations of the variables with respondents’ attitudes and intentions toward IB adoption. All 26 variables showed some influence, but only 6 of them (3 customer-related and 3 web-channel-related variables) were significant in determining the respondents’ intention and willingness to adopt IB. Our results present some marketing-communications implications for bank-marketing. IB marketers must ensure that the 6 significant antecedents validated in this study are established and sustained in order to convince potential customers to adopt and continue using Internet banking. We also make a valuable contribution to the theoretical discourse on global IB adoption. Our results have yielded an equal-evaluation model of potential universal antecedents of IB adoption, the EQUAEVAL model, which can be further-tested in future cross-national research contexts.
LanguageEnglish
Pages647-687
Number of pages41
JournalInternational Journal of Bank Marketing
Volume32
Issue number7
DOIs
Publication statusPublished - 2014

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Conceptualization
Internet banking
World Wide Web
Readiness
Willingness
Marketing communications
Financial institutions
Multiple regression
Testing
Cross-national research
Logistic regression
Preparedness
Evaluation model
Marketing
Retail
Scotland
Marketers
Discourse
Analysis of variance

Keywords

  • internet banking adoption
  • financial institution
  • banking customers

Cite this

Harrison, Tina Suzanne ; Onyia, Okey Peter ; Tagg, Stephen K. / Towards a universal model of internet banking adoption : initial conceptualization. In: International Journal of Bank Marketing. 2014 ; Vol. 32, No. 7. pp. 647-687.
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Towards a universal model of internet banking adoption : initial conceptualization. / Harrison, Tina Suzanne; Onyia, Okey Peter; Tagg, Stephen K.

In: International Journal of Bank Marketing, Vol. 32, No. 7, 2014, p. 647-687.

Research output: Contribution to journalArticle

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