Factors influencing people’s intention to adopt e-banking: an empirical study of consumers in Shandong Province, China

Yan Xiao, Arun P. C Sukumar, Lucian Tipi, David Edgar

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    Abstract

    E-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 i
    n 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
    consumers’ 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 consumers’ 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 “difficult to operate”, “unnecessary to use it” and “worry about the security” 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
    Original languageEnglish
    Pages (from-to)26-43
    Number of pages18
    JournalAsian Journal of Computer and Information Systems
    Volume5
    Issue number3
    DOIs
    Publication statusPublished - Oct 2017

    Bibliographical note

    This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.

    Keywords

    • E-Banking
    • China
    • Technology Acceptance Model (TAM)
    • Cost

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