The antecedents of online financial service adoption: the impact of physical banking services on Internet banking acceptance

The cost-effectiveness of operations on the Web enables financial service firms to employ Web technology to replace or substantially reduce the need for personal interactions in the provision of their services. However, recent cases have shown that the use of Web technology in financial services may...

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Bibliographic Details
Published in:	Behaviour & information technology 2012-09, Vol.31 (9), p.859-871
Main Authors:	Chiou, Jyh-Shen, Shen, Chung-Chi
Format:	Article
Language:	eng
Subjects:	asset specificity Attitudes Banking Banks Consumer behavior Costs Customer satisfaction Electronic banking Exact sciences and technology Finance Financial services Information and communication sciences Information science. Documentation Information systems Internet Internet banking Library and information science. General aspects loyalty Mathematical models perceived risk satisfaction Sciences and techniques of general use Technology Acceptance Model Technology adoption Technology utilization Transaction costs trust Use and user studies. Information needs
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Summary:	The cost-effectiveness of operations on the Web enables financial service firms to employ Web technology to replace or substantially reduce the need for personal interactions in the provision of their services. However, recent cases have shown that the use of Web technology in financial services may not be as promising as expected. This study utilises the constructs derived from transaction cost analysis (TCA), the technology acceptance model (TAM) and relationship marketing literature to develop a framework of the antecedents to using Internet banking. The model explicitly incorporates the impact of the experiences a customer has had with services provided by the physical bank whose Web services the customer is considering using. The results show that the major antecedent variables in TAM and the customers' specific assets already invested in the focal physical bank have a significant impact on customers' attitude towards the use and the intention to use a bank's Internet banking services. Our findings suggest that beyond the ease of use and usefulness of information system, companies have to take advantage of customer relationship built up in the offline environment that has the potential to influence customers' use intention towards Internet service. The study advances the technology acceptance literature in terms of explaining users' new-service-adoption behaviour by adding the concepts from TCA and customer relationship literature.
ISSN:	0144-929X 1362-3001