Segmenting internet banking adopter and non‐adopters in the Turkish retail banking sector

Abstract

PurposeThis study aims to identify perceptual, experience related, demographic, socio‐economic and situational characteristics of internet banking adopters and non‐adopters. In particular, perceptual differences between IB adopters and non‐adopters are to be examined.Design/methodology/approachBased on relevant literature and previous research that included interviews with leading internet banking managers in Turkey, a questionnaire was designed. Face‐to‐face questionnaires were distributed to 155 convenience samples of internet users.FindingsThere were significant differences between adopters and non‐adopters of the service in terms of their perceptual, experience and consumer related characteristics. Internet banking adopters perceived internet banking use as less risky, more user‐friendly and more useful compared to internet banking non‐adopters. Internet banking non‐adopters who intend to use the service in the future (i.e. later adopters) perceived internet banking use as less risky and more useful compared to non‐adopters who do not intend to use the service (i.e. laggards). Internet banking adopters were also found to have more experience with mobile internet, and have higher income and longer working hours.Practical implicationsThe managerial implications of the study are that the banks in Turkey should reduce the risk perceptions of non‐adopters, particularly the ones who do not intend to use the service in the future (i.e. laggards). They should also motivate non‐adopter segments to have more experience with more general internet based services. The initial target to diffuse internet banking in Turkey should include the segments which have greater income and longer working hours.Originality/valueThis study applies the Technology Acceptance Model (TAM) to identify the perceptual differences between internet banking adopter and non‐adopter segments and sub‐segments in the Turkish context.

Factors affecting intention to use e-banking in Jordan

“…Usefulness refers to the improvement of job performance resulting from the use of a particular system . Literature on e-banking concludes that there is a positive relationship between perceived usefulness and the intention to use of e-banking TAM and security model (Pikkarainen et al, 2004;Eriksson et al, 2005;Gounaris and Koritos, 2008;Ozdemir et al, 2008). Hence, this study hypothesizes this relationship as follows:…”

An empirical investigation of behavioral intention to use online services

“…All items were adapted from the validated instruments of previous studies including perceived risk(PR) [16], relative benefit(RB) [17], Internet experience(IE) [18], and intention to use(UI) [19]. For the questionnaire from the extant literature was initially developed in English, the items were totally translated into Chinese and a back-translation was performed to ensure the accuracy of the translation.…”

Lending facilities versus banking service: unbalanced bank lending to SMEs in China

“…(Laukkanen et al, 2008, Grabner-Kräuter andFaullant, 2008). However, the majority of Internet banking adopters are middle-aged males with above average incomes, who are also well-educated and familiar with technology (Akinci et al, 2004;Ozdemir et al, 2008). In China, many SME owners and managers do not fall into this category and one would not, therefore, anticipate they would welcome and use new communication channels, in turn, at least in a restricted communicative sense, leading to a positive determination regarding the development of such banking services.…”