Consumer acceptance of internet banking: the influence of internet trust

Consumer acceptance of internet banking: the influence of internet trust Purpose – This study seeks to investigate the role of internet trust as a specific form of technology trust in the context of internet banking. Furthermore, the integration of propensity to trust within the hierarchical structure of personality and its applicability to technological systems are investigated. Design/methodology/approach – The approach takes the form of an empirical study with 381 bank customers in Austria (adopters and non‐adopters) and the use of a basic model of the adoption of internet banking with structural equation modelling (SEM). Findings – The results confirm the influence of internet trust on risk perception and consumer attitudes towards internet banking. Propensity to trust is a determinant not only for interpersonal relationships but also for trust in technological systems. Research limitations/implications – This is not a representative study. Future research is encouraged to systematically investigate further facets of the personality structure in trust and adoption research, as well as to test interaction effects of psychological determinants (from the study) and external stimuli (web site characteristics). Practical implications – Making the internet banking interface for the customer more attractive and easier to navigate is not enough to increase the adoption rate of internet banking. Trust‐creating activities to increase internet trust and to diminish perceived risk must be continuously pursued. Propensity to trust is an important determinant in the fruitfulness of these actions. Originality/value – The paper presents the conceptualization of internet trust as a specific form of technology trust, and its pivotal role in the adoption process of internet banking, together with the extension of the propensity to trust concept to technological systems. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Consumer acceptance of internet banking: the influence of internet trust

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652320810913855
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study seeks to investigate the role of internet trust as a specific form of technology trust in the context of internet banking. Furthermore, the integration of propensity to trust within the hierarchical structure of personality and its applicability to technological systems are investigated. Design/methodology/approach – The approach takes the form of an empirical study with 381 bank customers in Austria (adopters and non‐adopters) and the use of a basic model of the adoption of internet banking with structural equation modelling (SEM). Findings – The results confirm the influence of internet trust on risk perception and consumer attitudes towards internet banking. Propensity to trust is a determinant not only for interpersonal relationships but also for trust in technological systems. Research limitations/implications – This is not a representative study. Future research is encouraged to systematically investigate further facets of the personality structure in trust and adoption research, as well as to test interaction effects of psychological determinants (from the study) and external stimuli (web site characteristics). Practical implications – Making the internet banking interface for the customer more attractive and easier to navigate is not enough to increase the adoption rate of internet banking. Trust‐creating activities to increase internet trust and to diminish perceived risk must be continuously pursued. Propensity to trust is an important determinant in the fruitfulness of these actions. Originality/value – The paper presents the conceptualization of internet trust as a specific form of technology trust, and its pivotal role in the adoption process of internet banking, together with the extension of the propensity to trust concept to technological systems.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Oct 10, 2008

Keywords: Virtual banking; Trust; Risk assessment; Personality

References

  • Adoption of internet banking among sophisticated consumer segments in an advanced developing country
    Akinci, S.; Aksoy, S.; Atilgan, E.
  • Literature derived reference models for the adoption of online shopping
    Chang, M.K.; Cheung, W.; Lai, V.S.
  • Understanding consumer trust in internet‐shopping: a multidisciplinary approach
    Cheung, C.M.K.; Lee, M.K.O.

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