Consumer acceptance of internet banking: the influence of internet trust

Abstract

PurposeThis study seeks to investigate the role of internet trust as a specific form of technology trust in the context of internet banking. Furthermore, the integration of propensity to trust within the hierarchical structure of personality and its applicability to technological systems are investigated.Design/methodology/approachThe approach takes the form of an empirical study with 381 bank customers in Austria (adopters and non‐adopters) and the use of a basic model of the adoption of internet banking with structural equation modelling (SEM).FindingsThe results confirm the influence of internet trust on risk perception and consumer attitudes towards internet banking. Propensity to trust is a determinant not only for interpersonal relationships but also for trust in technological systems.Research limitations/implicationsThis is not a representative study. Future research is encouraged to systematically investigate further facets of the personality structure in trust and adoption research, as well as to test interaction effects of psychological determinants (from the study) and external stimuli (web site characteristics).Practical implicationsMaking the internet banking interface for the customer more attractive and easier to navigate is not enough to increase the adoption rate of internet banking. Trust‐creating activities to increase internet trust and to diminish perceived risk must be continuously pursued. Propensity to trust is an important determinant in the fruitfulness of these actions.Originality/valueThe paper presents the conceptualization of internet trust as a specific form of technology trust, and its pivotal role in the adoption process of internet banking, together with the extension of the propensity to trust concept to technological systems.

Personality and Internet usage: A large-scale representative study of young adults

“…Personality has drawn interest as a predictor perhaps because it has been shown to predict a number of different types of behavior that relate directly or indirectly to Internet usage. Examples include consumer behavior (Kassarjian, 1971), job performance (Barrick & Mount, 1991), academic achievement (Komarraju, Karau, Schmeck, & Avdic, 2011), team performance (Kichuk & Wiesner, 1997), media preferences (Kraaykampa and van Eijck (2005), Internet banking (Grabner-Kräuter & Faullant, 2008), technology adoption (Vishwanath, 2005), online reviews (Picazo-Velaa, Choua, Melchera, & Pearson, 2010), religiosity (Saroglou, 2002) and unethical Internet behavior (Karim, Hidayah, & Nor, 2009). …”

Intervening Effect of Attitude on the Relationship between Selected Determinants and Corporate Image

“…There appears to be a lack of studies using attitude as a mediating variable between predictors (brand architecture, CSR, internet marketing, trust, perceived value) and corporate image in past studies. The common direct predictors of attitude investigated in previous academic research are brand architecture [17], [27], [28], trust [14], [15], [19], [20], CSR [21], perceived value [15], [30], [31], internet marketing [20], [21], [29]. Their direct relationships with consumer attitude are equivocal or mixed.…”

“…Similarly, Karaosmanoglu, Bas and Zhang [18] propose attitude as mediator between other customer effects and corporate image. Adversely, attitude is viewed as a dependent variable, not a mediator in the following studies [15], [19]- [21].…”

“…The literature has shown that there are many factors that affect consumer attitudes, such as brand architecture [17], [27], [28], internet marketing [29], CSR [14], trust [14]- [16], [19], and perceived value [15], [30], [31].…”

Electronic Banking Security Andcustomer Satisfaction in Commercial Banks

“…Internet banking is a profitable strategy for the newcomers in the banking sector. (Anderloni, Llewellyn, and Schmidt, 2009) Electronic banking utilisation is closely connected to the customers´ perception of security which has its impact on customer attitudes and behaviour (Grabner-Krauter and Faullant, 2008). A perceived lack of Security is defined as a potential loss caused by a fraud or Internet banking hacking (Leeh, 2009;Featherman and Pavlou, 2003).…”