Title: Factors influencing online banking adoption: evidence from the Austrian market

Authors: Sonja Grabner-Kräuter; Robert J. Breitenecker

Addresses: Department of Marketing and International Management, University of Klagenfurt, Universitaetsstr. 65-67, A-9020 Klagenfurt, Austria. ' Department of Innovation Management and Entrepreneurship, University of Klagenfurt, Universitaetsstr. 65-67, A-9020 Klagenfurt, Austria

Abstract: Many bank customers are still reluctant to conduct their financial transactions online. The aim of this paper is to provide an improved understanding of determinants of online banking adoption in Austria. The authors propose a conceptual model that integrates perceptions of innovation characteristics and individual differences and report an empirical study with 372 bank customers in Austria. Logistic regression is used to analyse the data. The findings confirm the relevance of perceived innovation characteristics to online banking acceptance. Beyond that, the results suggest that internet trust and preference for personal contact are individual difference variables that predict online banking adoption.

Keywords: electronic commerce; e-commerce; electronic banking; e-banking; internet banking; LOGIT model; innovation characteristics; individual differences; personal contact; online banking adoption; online banking acceptance; Austria; bank customers; banks; financial transactions; adoption determinants; logistic regression; trust; internet marketing; advertising; world wide web.

DOI: 10.1504/IJIMA.2011.043655

International Journal of Internet Marketing and Advertising, 2011 Vol.6 No.4, pp.333 - 351

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 09 Nov 2011 *

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