Understanding customer‐specific factors underpinning internet banking adoption

Purpose – The purpose of this paper is to deepen our understanding of customers' actual internet banking behaviour by combining the construct of technology readiness with the technology acceptance model and demographics, such as age and gender, into one integrated framework.Design/methodology/approach – The customer‐specific internet banking acceptance model (CSIBAM) is validated through 435 UK internet banking users.Findings – The results indicate the importance of customer‐specific factors in predicting actual behaviour. Technology readiness, age and gender moderate the beliefs‐intention relationship. Customers with varying levels of technology‐related views and demographics hold different beliefs about technology. The relationship between usefulness and behaviour was stronger for younger males with high levels of optimism and innovativeness (explorers and pioneers), whilst the relationship between ease of use and behaviour was stronger for older females with a high level of discomfort (paranoids and la...

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