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The role of consumer innovativeness and perceived risk in online banking usage

Joaquín Aldás‐Manzano (Department of Marketing, Facultat d'Economia, Universitat de València and Ivie, Valencia, Spain)
Carlos Lassala‐Navarré (Department of Finance, Facultat d'Economia, Universitat de València, Valencia, Spain)
Carla Ruiz‐Mafé (Department of Marketing, Facultat d'Economia, Universitat de València and Ivie, Valencia, Spain)
Silvia Sanz‐Blas (Department of Marketing, Facultat d'Economia, Universitat de València, Valencia, Spain)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 30 January 2009

12620

Abstract

Purpose

The purpose of this paper is to analyse how consumer innovativeness can be used as a variable to positively influence internet banking adoption both directly and reducing consumer perceived risk.

Design/methodology/approach

The impact of innovativeness and risk on internet banking adoption has been tested through structural equation modelling techniques. The sample consists of 511 Spanish internet banking services users accessed through an internet survey. Risk has been measured as a formative construct.

Findings

Results reveals consumer innovativeness as a key construct to improve e‐banking adoption both directly and by its effective role in reducing consumer risk perception of using internet channel in the financial services context.

Practical implications

Practical guidelines are provided to bank managers on how to use consumer innovativeness level as a segmentation variable to increase the use of internet banking among actual customers who are non users or light users of the electronic channel.

Originality/value

There is a lack of studies which connect consumer innovativeness and perceived risk in the electronic commerce context and specially on e‐banking research. Formative configuration of risk is quite an innovative approach to measure this construct.

Keywords

Citation

Aldás‐Manzano, J., Lassala‐Navarré, C., Ruiz‐Mafé, C. and Sanz‐Blas, S. (2009), "The role of consumer innovativeness and perceived risk in online banking usage", International Journal of Bank Marketing, Vol. 27 No. 1, pp. 53-75. https://doi.org/10.1108/02652320910928245

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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