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.

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