The adoption of electronic banking technologies by US consumers

Authors: Jane M Kolodinsky; Jeanne M Hogarth; Marianne A Hilgert

Source: The International Journal of Bank Marketing, Volume 22, Number 4, 2004 , pp. 238-259(22)

Publisher: Emerald Group Publishing Limited

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Abstract:

Is there an electronic banking (e-banking) revolution in the USA? Millions of Americans are currently using a variety of e-banking technologies and millions more are expected to come "online." However, millions of others have not or will not. This paper explores factors that affect the of adoption or intention to adopt three e-banking technologies and changes in these factors over time. Using a Federal Reserve Board commissioned data set, the paper finds that relative advantage, complexity/simplicity, compatibility, observability, risk tolerance, and product involvement are associated with adoption. Income, assets, education, gender and marital status, and age also affect adoption. Adoption changed over time, but the impacts of other factors on adoption have not changed. Implications for both the banking industry and public policy are discussed.

Keywords: Financial Services; Virtual Banking; Electronic Commerce; Consumer Behaviour; Quantitative Methods; United States of America

Document Type: Research article

DOI: 10.1108/02652320410542536

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