Factors Underlying Consumer AttitudesTowards E-Banking

Subject Areas : Jounal of Marketing Management

M. A. Abdolvand ¹ , P. Barvand ²

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Received: 2013-09-21 Accepted : 2013-09-21 Published : 2010-09-23

Keywords: e-banking, Internet banking, Internet Banking Services, Non-Internet Banking Services, Attitude, reference groups,

Abstract :

This research investigates different factors which influence the formation of consumer attitudes towards e-banking.Coefficient of correlation and SEM methods were used to study attitude formation; previous computer experience, previous technology experience, personal banking experience and reference group effects were influencing variables. The correlations among variables were significant, and the model had a suitable fit. It is expected that the results of this study will have practical and theoretical implications in the field of e banking and will also help in understanding and recognizing consumer behavior in this industry.