Technology Acceptance in Canadian Retail Banking: A Study of Consumer Motivations and Use of ATMs
Abstract
In this article the authors report the results of a study of use of automated teller machines (ATMs) in Canada. A total of 255 users and non‐users were interviewed regarding their use of ATMs, shopping motivations, attitudes towards and familiarity with technology, age, education and employment status. Discriminant analysis revealed that convenience shopping orientation, attitudes towards ATM technology, social shopping orientation, familiarity with other new technologies and education were very good predictors of ATM use and non‐use. Implications for developing ATM marketing strategy are given.
Keywords
Citation
Marshall, J.J. and Heslop, L.A. (1988), "Technology Acceptance in Canadian Retail Banking: A Study of Consumer Motivations and Use of ATMs", International Journal of Bank Marketing, Vol. 6 No. 4, pp. 31-41. https://doi.org/10.1108/eb010836
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited