An investigation on online banking adoption

H. Kalaiarasi and V. Srividya

International Journal of Business Innovation and Research, 2013, vol. 7, issue 1, 99-112

Abstract: Online banking, an innovation to traditional branch banking system, is now used as a channel for delivering financial services by virtually all banks in India. Online banking provides improved convenience and customer service; however it is observed that Indian banking customers are reluctant to adopt online banking services. This study identifies the factors influencing adoption of online banking services using Roger's innovation diffusion theory. The perception of risk is a significant influencer of adoption of new technology which is also included as one of the dimension along with Roger's innovation attributes. The findings of the study suggest that, the young users adopt online banking when it is suitable for their lifestyle and if the website is user-friendly. Online banking is not perceived as either relatively advantageous than other banking channels nor risky by young users.

Keywords: electronic commerce; e-commerce; online banking; electronic banking; e-banking; world wide web; internet; financial services; India; convenience; customer service; banking customers; innovation diffusion; new technology adoption; risk perception; Everett Rogers; significant influencers; innovation attributes; young users; lifestyles; user-friendly websites; business innovation; business research. (search for similar items in EconPapers)
Date: 2013
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