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Key drivers of internet banking services use

Joaquín Aldás‐Manzano (Department of Marketing, Universitat de València‐Ivie, València, Spain)
Carlos Lassala‐Navarré (Department of Business Finance, Universitat de València, València, Spain)
Carla Ruiz‐Mafé (Department of Marketing, Universitat de València, València, Spain)
Silvia Sanz‐Blas (Department of Marketing, Universitat de València, València, Spain)

Online Information Review

ISSN: 1468-4527

Article publication date: 7 August 2009

6109

Abstract

Purpose

The purpose of this paper is to analyse the determinants of internet banking use, paying special attention to the role of product involvement, perceived risk and trust.

Design/methodology/approach

The impact of trust, perceived risks, product involvement and TAM beliefs (ease of use and usefulness) on internet banking adoption is tested through structural equation modelling techniques. The sample consists of 511 Spanish internet banking services users and the data are collected through an internet survey. Risk is measured as a formative construct.

Findings

Data analysis shows that TAM beliefs and perceived risks (security, privacy, performance and social) have a direct influence on e‐banking adoption. Trust appears as a key variable that reduces perceived risk. Involvement plays an important role in increasing perceived ease of use.

Practical implications

This research provides banks with knowledge of what aspects to highlight in their communications strategies to increase their internet banking services adoption rates. The research findings show managers that web contents and design are key tools to increase internet banking services adoption. Practical recommendations to increase web usefulness and trust, and guidelines to reduce perceived risk dimensions are also provided.

Originality/value

Despite the importance of trust issues and risk perceptions for internet banking adoption, only limited work has been done to identify trust and risk dimensions in an online banking context. We have evaluated the impact of each risk dimension instead of treating risk as a whole. Furthermore, risk has been measured as a formative construct because there is no reason to expect that risk dimensions in online financial services are correlated.

Keywords

Citation

Aldás‐Manzano, J., Lassala‐Navarré, C., Ruiz‐Mafé, C. and Sanz‐Blas, S. (2009), "Key drivers of internet banking services use", Online Information Review, Vol. 33 No. 4, pp. 672-695. https://doi.org/10.1108/14684520910985675

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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