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Analyzing the impact of consumer innovativeness and perceived risk in internet banking adoption: A study of Indian consumers

Vikas Chauhan (Department of Management Studies, Prestige Institute of Management and Research, Indore, India)
Rambalak Yadav (Department of Marketing, Institute of Management Technology, Hyderabad, Hyderabad, India)
Vipin Choudhary (Prestige Institute of Management and Research, Indore, India)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 13 February 2019

Issue publication date: 13 February 2019

2833

Abstract

Purpose

The purpose of this paper is to understand consumers’ intention to adopt internet banking. The study adopted the technology acceptance model with additional constructs (i.e. consumer innate innovativeness (II), domain-specific innovativeness (DSI) and perceived security risk (PR)).

Design/methodology/approach

The data were collected through a questionnaire-based survey (487 usable responses) from Indian consumers. A two-step SEM approach (i.e. measurement model and structural model) was used to analyze the data.

Findings

The findings show the significant positive influence of perceived usefulness, ease of use, attitude, II and DSI on consumer’s intention to adopt internet banking. The PR was found to have a significant negative influence on consumers’ intention to adopt internet banking, and DSI was found to negatively influence PR.

Research limitations/implications

The study is limited to users of a particular region of India. Furthermore, the study limits itself in determining consumers’ intention only, not actual usage.

Originality/value

The study is a preliminary attempt to examine consumer’s intention to adopt internet banking in India by analyzing innovativeness and perceived risk.

Keywords

Citation

Chauhan, V., Yadav, R. and Choudhary, V. (2019), "Analyzing the impact of consumer innovativeness and perceived risk in internet banking adoption: A study of Indian consumers", International Journal of Bank Marketing, Vol. 37 No. 1, pp. 323-339. https://doi.org/10.1108/IJBM-02-2018-0028

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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