Profiling Adopter Categories of Internet Banking in India: An Empirical Study

Bikram Jit Singh Mann and Sunpreet Kaur Sahni

Vision, 2012, vol. 16, issue 4, 283-295

Abstract: Internet Banking is an example of B2C business model, where transactions can be carried out without visiting the bank branch physically. The objective of the empirical study is to identify the dimensions and their impact on the adoption of Internet Banking on the various adopter categories. In order to get an insight of the different adopter segments, two important constructs such as customer perception constituting perceived ease of use and perceived security risk and perception towards demographic variables consisting of age, gender, education, income and occupation of the users are identified from the existing literature. The cluster analysis reveals that the clusters formed are innovators, early majority, late majority and laggards for adopting Internet Banking. Our study substantiates that only income as a variable acts as a roadblock in the adoption of Internet Banking services. The study will help Internet Banking marketing managers to design their strategies so as to encourage adoption and attract more customers.

Keywords: Internet Banking; Perceived Ease of Use; Perceived Security Risk; Demographic Variables; Adopter Categories; Cluster Analysis (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:vision:v:16:y:2012:i:4:p:283-295

DOI: 10.1177/0972262912460187

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