Factors Influencing Peopleâ€™s Intention to Adopt E-Banking: An Empirical Study of Consumers in Shandong Province, China
Keywords:E-Banking, China, Technology Acceptance Model (TAM), Cost
AbstractE-Banking is growing at an unprecedented rate and has become a truly worldwide phenomenon, offering convenience, flexibility and interactivity for those that can, and know how to access it. This is clearly evidence in China. However, despite such growth and popularity, some users still have reservations about using Information and communication technology (ICT) in their daily banking activities, perhaps due to deep routed cultural factors that cause consumers to question the efficacy of such changes. Through the application of a technology acceptance framework, and empirical evidence from 52 E-Banking user questionnaires and four key market segment interviews, the research explores the factors that influence consumersâ€™ intention to adopt E-Banking in Shandong Province of China. The findings highlight that perceived usefulness and perceived credibility are significant factors which have a positive influence on consumersâ€™ intention to utilise E-Banking, while perceived ease of use and perceived cost are less significant. Unpacking the reasons for resistance to the use of E-Banking highlighted that â€œdifficult to operateâ€, â€œunnecessary to use itâ€ and â€œworry about the securityâ€ are key drivers and therefore challenges for the service providers. Based on the results, recommendations are drawn for banks, involving focusing on the significant factors, avoiding weaknesses and optimising strengths of E-Banking and ultimately developing more accurate market positioning strategies to align and manage consumer expectations and maximise potential acceptance.
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