TY - JOUR
T1 - Consumer perceptions of Internet banking in Finland
T2 - The moderating role of familiarity
AU - Mäenpää, Katariina
AU - Kale, Sudhir H.
AU - Kuusela, Hannu
AU - Mesiranta, Nina
PY - 2008/7
Y1 - 2008/7
N2 - Previous research on Internet banking (IB) has mostly been confined to the adoption of online banking services. Now that IB has millions of active users worldwide, it is time to shift the research focus to the perceptions and experiences of IB users. This article examines the moderating role of familiarity, i.e. the amount of accumulated IB experience, in consumer perceptions of IB. A survey of 300 active users of IB in Finland revealed that level of IB familiarity impacted four out of seven service dimensions explored in the research. These findings may provide useful guidelines for developing Internet bank services and for marketing Internet banking.
AB - Previous research on Internet banking (IB) has mostly been confined to the adoption of online banking services. Now that IB has millions of active users worldwide, it is time to shift the research focus to the perceptions and experiences of IB users. This article examines the moderating role of familiarity, i.e. the amount of accumulated IB experience, in consumer perceptions of IB. A survey of 300 active users of IB in Finland revealed that level of IB familiarity impacted four out of seven service dimensions explored in the research. These findings may provide useful guidelines for developing Internet bank services and for marketing Internet banking.
UR - http://www.scopus.com/inward/record.url?scp=43049100428&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2007.05.007
DO - 10.1016/j.jretconser.2007.05.007
M3 - Article
AN - SCOPUS:43049100428
SN - 0969-6989
VL - 15
SP - 266
EP - 276
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
IS - 4
ER -