Factors influencing online banking adoption: evidence from the Austrian market. (16th November 2011)

• Record Type: Journal Article
• Authors: Grabner-Kräuter, Sonja; Breitenecker, Robert J.
• Is Part Of: International journal of internet marketing and advertising. Volume 6:Number 4(2011)
• Page Start: 333
• Page End: 351
• Publication Date: 2011-11-16
• Subjects: internet banking -- online banking -- internet marketing -- LOGIT model -- innovation characteristics -- individual differences -- personal contact -- online banking adoption -- online banking acceptance -- Austria; Internet marketing -- Periodicals; Internet advertising -- Periodicals; 658.872
• Languages: English
• ISSNs: 1477-5212

Abstract

Many bank customers are still reluctant to conduct their financial transactions online. The aim of this paper is to provide an improved understanding of determinants of online banking adoption in Austria. The authors propose a conceptual model that integrates perceptions of innovation characteristics and individual differences and report an empirical study with 372 bank customers in Austria. Logistic regression is used to analyse the data. The findings confirm the relevance of perceived innovation characteristics to online banking acceptance. Beyond that, the results suggest that internet trust and preference for personal contact are individual difference variables that predict online banking adoption.