Consumer perceptions of Internet banking in Finland: The moderating role of familiarity

Mäenpää, Katariina, Sudhir H. Kale, Hannu Kuusela and Nina Mesiranta

Journal of Retailing and Consumer Services, 2008, vol. 15, issue 4, 266-276

Abstract: Previous research on Internet banking (IB) has mostly been confined to the adoption of online banking services. Now that IB has millions of active users worldwide, it is time to shift the research focus to the perceptions and experiences of IB users. This article examines the moderating role of familiarity, i.e. the amount of accumulated IB experience, in consumer perceptions of IB. A survey of 300 active users of IB in Finland revealed that level of IB familiarity impacted four out of seven service dimensions explored in the research. These findings may provide useful guidelines for developing Internet bank services and for marketing Internet banking.

Keywords: Internet banking; Consumer behaviour; Familiarity (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:15:y:2008:i:4:p:266-276

DOI: 10.1016/j.jretconser.2007.05.007

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