Consumer perceptions of Internet banking in Finland: The moderating role of familiarity

被引：44
作者：
Maenpaa, Katariina [1 ]
Kale, Sudhir H. [2 ]
Kuusela, Hannu [1 ]
Mesiranta, Nina [1 ]
机构：
[1] Univ Tampere, Dept Management Studies, FIN-33014 Tampere, Finland
[2] Bond Univ, Gold Coast, Qld 4229, Australia
来源：
JOURNAL OF RETAILING AND CONSUMER SERVICES | 2008年 / 15卷 / 04期
关键词：
Internet banking; Consumer behaviour; Familiarity;
D O I：
10.1016/j.jretconser.2007.05.007
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Previous research on Internet banking (IB) has mostly been confined to the adoption of online banking services. Now that IB has millions of active users worldwide, it is time to shift the research focus to the perceptions and experiences of IB users. This article examines the moderating role of familiarity, i.e. the amount of accumulated IB experience, in consumer perceptions of IB. A survey of 300 active users of IB in Finland revealed that level of IB familiarity impacted four out of seven service dimensions explored in the research. These findings may provide useful guidelines for developing Internet bank services and for marketing Internet banking. (C) 2007 Elsevier Ltd. All rights reserved.
引用
收藏
页码：266 / 276
页数：11
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