A comprehensive examination of internet banking user behaviour: evidence from customers yet to adopt, currently using and stopped using

Abstract

Despite the surge in interest in research on customers’ adoption of internet banking (IB), how discontinued users can be brought back to IB has not received much attention. To respond to this question and to provide a comprehensive understanding of IB customer behaviour, we develop a conceptual model grounded on the extended technology acceptance model, and empirically validate it using a sample of 614 IB customers (including those yet to adopt, current users and discontinued users) from China. Perceived value is the most important driver for explaining all categories of customers’ IB-related behaviours. Banks that implement measures that aim to increase the perceived usefulness of IB and enhance the value of IB are likely to be rewarded with increasing IB adoption amongst its customer base.

Keywords:

• internet banking behaviour
• discontinued users
• the technology acceptance model
• perceived value
• partial least squares

Additional information

Notes on contributors

Meimei Wu

Dr. Meimei Wu is an early career researcher and received her doctorate degree from Loughborough University. Her primary research interests are in consumer behaviour and relationship marketing in financial services. She won the Academy of Marketing Conference Consumer Behaviour Track prize in 2013.

Chanaka Jayawardhena

Dr. Chanaka Jayawardhena is a Professor of Marketing at the Hull University Business School, UK. His research interests are in consumer behaviour in new technologies and service evaluation; he has won numerous research awards including two Best Paper Awards at the Academy of Marketing Conference. Previous publications have appeared in Industrial Marketing Management, European Journal of Marketing, Journal of Marketing Management, Journal of General Management, Journal of Internet Research and International Journal of Retailing and Distribution Management, among others.

Robert Hamilton

Dr. Robert Hamilton is a Senior Lecturer in Business Economics at the School of Business and Economics, Loughborough University. His research interests are in Credit Scoring, Consumer Behaviour and Bank Efficiency.