Adoption of Internet banking among sophisticated consumer segments in an advanced developing country

Authors: Akinci S.; Aksoy S.; Atilgan E.

Source: The International Journal of Bank Marketing, Volume 22, Number 3, 2004 , pp. 212-232(21)

Publisher: Emerald Group Publishing Limited

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Abstract:

This descriptive study was conducted to develop an understanding of consumers' attitudes and adoption of Internet banking among sophisticated consumers. Based on a random sample of academicians, demographic, attitudinal, and behavioral characteristics of Internet banking (IB) users and non-users were examined. The analyses revealed significant differences between the demographic profiles and attitudes of users and non-users. IB users were further investigated, and three sub-segments were defined according to a set of bank selection criteria. Finally, based on the similarities between various Web-based bank services, four homogeneous categories of services were defined.

Keywords: Banking; Consumers; Distribution Channels; Markets

Document Type: Research article

DOI: http://dx.doi.org/10.1108/02652320410530322

Publication date: 2004-03-01