How customers' offline experience affects the adoption of online banking
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2016Resumen
This paper aims to examine the impact of customers’ offline transaction behaviour in the form of loyalty and cross-buying on the adoption of self-service technology innovations by non-business customers in the context of online banking. This study extends the Diffusion of Innovation Theory, as well as the Technology Acceptance Model adapted to describe and model individual customer observed behaviours in the pre-adoption stage of the adoption process. The Log-logistic parametric survival model is applied using panel data for 1,357 randomly selected new customers from a bank. Significant differences arise among customers’ behaviours related to the periodicity of interactions with the bank and quantity of products involved in the interactions, as well as convenience and risk of the interactions. Our results corroborate that those customers who are more likely to adopt online banking faster show an offline behavioural pattern more related to higher periodicity of interactions and convenie...
Palabra/s clave
Online channel
Consumer behavior
Customer loyalty
Cross-buying
Survival analysis
Online banking
Consumer adoption