Consumer Decision Making Styles as A Moderator in the Relationship between Technology Readiness, Perceived Value and the Use of Internet Banking

It is argued that consumer decision making styles moderate the relationship between perceived value and technological readiness on the hand and the use of Internet banking on the other hand to provide a better understanding of the antecedents of internet banking.

Abstract

The degree of use of internet banking is traditionally explained by constructs such as perceived value and technological readiness. In this paper we will argue that consumer decision making styles moderate the relationship between perceived value and technological readiness on the hand and the use of Internet banking on the other hand. We thereby provide a better understanding of the antecedents of internet banking. Our empirical research shows that perceived value has a positive impact on the use of Internet banking while technophobia (one of the two dimensions of technological readiness) has a negative impact on the use of internet banking. We distinguished three different clusters of consumer decision making styles (up to date perfectionists, impulsive recreant and value oriented loyalist) and found that decision making styles moderate the relationship between perceived value and technophobia on the one hand and the use of internet on the other hand. We provide theoretical and managerial implications as well as limitations and suggestions for future research.