Adoption of Internet banking among sophisticated consumer segments in an advanced developing country

International Journal of Bank Marketing 01/2004; 22(3):212-232. DOI: 10.1108/02652320410530322

ABSTRACT This descriptive study was conducted to develop an understanding of consumers' attitudes and adoption of Internet banking among sophisticated consumers. Based on a random sample of academicians, demographic, attitudinal, and behavioral characteristics of Internet banking (IB) users and non-users were examined. The analyses revealed significant differences between the demographic profiles and attitudes of users and non-users. IB users were further investigated, and three sub-segments were defined according to a set of bank selection criteria. Finally, based on the similarities between various Web-based bank services, four homogeneous categories of services were defined.

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