The diffusion of Internet banking among Singapore consumers

Philip Gerrard (Nanyang Business School, Nanyang Technological University, Singapore)
J. Barton Cunningham (School of Public Administration, University of Victoria, Victoria, Canada)

International Journal of Bank Marketing

ISSN: 0265-2323

Publication date: 1 February 2003

Abstract

Internet banking is a form of self‐service technology, costing millions of dollars, which leading retail banks have made available in the recent past. An understanding of why users are more accepting of Internet banking services should help bank managers implement this self‐service technology. This study identifies eight characteristics which influenced the rate of adoption. Two of these characteristics, namely accessibility and confidentiality, are new to the literature. The results show that adopters of Internet banking perceive the service to be more convenient, less complex, more compatible to them and more suited to those who are PC proficient. Adopters were also found to be more financially innovative. The perceptions that adopters had about social desirability, confidentiality, accessibility and economic benefits were viewed no differently when adopters were compared with non‐adopters.

Keywords

Citation

Philip Gerrard and J. Barton Cunningham (2003) "The diffusion of Internet banking among Singapore consumers ", International Journal of Bank Marketing, Vol. 21 No. 1, pp. 16-28

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DOI

: https://doi.org/10.1108/02652320310457776

Publisher

:

MCB UP Ltd

Copyright © 2003, MCB UP Limited

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