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Internet Banking Adaptation Behavior
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Author(s): Shumaila Yousafzai (Cardiff University, UK)
Copyright: 2012
Pages: 14
Source title:
Encyclopedia of Cyber Behavior
Source Author(s)/Editor(s): Zheng Yan (University at Albany - SUNY, USA)
DOI: 10.4018/978-1-4666-0315-8.ch042
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Abstract
How and why individuals use Internet banking (IB) has attracted a great deal of academic attention. This chapter reviews the literature on IB behavior through the lenses of nine adoption theories. This review suggests that IB adoption is a complex and multifaceted process; joint consideration of customers’ personal, social, psychological, utilitarian, and behavioral aspects is essential; managers and system developers should undertake a customer-centric approach focusing on managing belief formation rather than directly influencing behavior. However, IB research is in an inconclusive state, and is far from unanimity regarding the approaches and conceptualizations used to understand the beliefs that truly influence IB behavior. There is limited research dealing with the role of interventions that can assist managers in making effective decisions to speed the adoption process. An understanding of customer’s cognitive, emotional, and contextual processes is more important than adoption itself and will ultimately result in the intended behavior.
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