A comprehensive examination of internet banking user behaviour: evidence from customers yet to adopt, currently using and stopped using

A conceptual model grounded on the extended technology acceptance model is developed and empirically validated using a sample of 614 IB customers (including those yet to adopt, current users and discontinued users) from China to provide a comprehensive understanding of IB customer behaviour.

Abstract

Despite the surge in interest in research on customers’ adoption of internet banking (IB), how discontinued users can be brought back to IB has not received much attention. To respond to this question and to provide a comprehensive understanding of IB customer behaviour, we develop a conceptual model grounded on the extended technology acceptance model, and empirically validate it using a sample of 614 IB customers (including those yet to adopt, current users and discontinued users) from China. Perceived value is the most important driver for explaining all categories of customers’ IB-related behaviours. Banks that implement measures that aim to increase the perceived usefulness of IB and enhance the value of IB are likely to be rewarded with increasing IB adoption amongst its customer base.