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Using the extended innovation attributes framework and consumer personal characteristics as predictors of internet banking adoption

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Abstract

The presumed dominant role of usability attributes (ie usefulness and ease of use) in predicting consumer adoption of a technologically based innovation (eg internet banking — IB) is reexamined, by using an extended framework, which, apart from usability, incorporates the social and psychological aspects of the adoption process. Furthermore, given that IB has been around for almost a decade, it is high time to update the profile of the potential adopters. Results, underscore the role of social factors as predictors of potential IB adopters, whereas the demographic profile of future IB adopters displays important differences compared to that of those already using IB. Possible explanations are discussed, along with implication for practitioners and suggestions for future research.

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Authors and Affiliations

  1. Department of Marketing and Communication, Athens University of Economics and Business, Laboratory of Research in Marketing, Greece

    Spiros P Gounaris & Christos D Koritos

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  1. Spiros P Gounaris
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  2. Christos D Koritos
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Appendix

Appendix

Perceived Characteristics of Innovation (Moore and Benbasat39)

Relative Advantage

 Using IB speeds up banking (ra1)Using IB improves the quality of banking (ra2) Using IB makes banking easier (ra3) Using IB gives me greater control in banking (ra4) Using IB enhances banking (ra5)

Ease of Use

Overall, I believe that IB is easy to use (eu1) Learning to operate IB is easy for me (eu2) I believe that it is easy to get IB to do what I want it to do (eu3)

Compatibility

Using IB is compatible with all aspects of banking (comp1) Using IB is completely compatible with my current ways of banking (comp2) I think that using IB fits well with the way I like to do banking (comp3)

Image

People who use IB have a high profile (im1) People who use a IB have more prestige than those who do not (im2) Using IB is a status symbol (im3)

Result Demonstrability

I would have no difficulty telling others about the results of using IB (rd1) I would have difficulty explaining why using IB may or may not be beneficial (rd2) The results of using IB are apparent to me (rd3)

Visibility

 I have not seen many others using IB (vs1) I have seen what others do using IB (vs2) It is easy for me to observe others using IB (vs3)

Trialability

Before deciding whether to use IB. I can properly try it out (try1) IB is available to me to adequately try it (try2) It is permitted to use IB on a trial basis long enough to see what it can do (try3) I do not really have adequate opportunities to try out different things on IB (try4) Voluntariness My bank does not require me to use IB (vol1) Although it was suggested by my bank. using IB is certainly not compulsory (vol2) My use of IB is voluntary (vol3)

Domain Specific Innovativeness (Goldsmith and Hofacker20)

In general, I am among the last in my circle of friends to visit my bank's new website when it appears on the WWW.

 If I heard that my bank's new web was available on the web, I would not be interested enough to visit it. Compared to my friends, I seek out relatively little information over my bank's new website. In general, I am the last in my circle of friends to know of any new bank websites. I will visit a new bank's website even if I have not heard of it before. I know about new bank websites before most other people in my circle do.

Shopping Orientation (Vijayasarathy57)

Economic

 I make it a rule to shop at a number of stores before I buy. I can save a lot of money by shopping around. I like to have a great deal of information before I buy. Recreational I like to go shopping with a friend. I often combine shopping with lunch or dinner at a restaurant. Shopping gives me a chance to get out and do something.

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Gounaris, S., Koritos, C. Using the extended innovation attributes framework and consumer personal characteristics as predictors of internet banking adoption. J Financ Serv Mark 13, 39–51 (2008). https://doi.org/10.1057/fsm.2008.4

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