Authors : Ved Pal Sheera, Dalbir Singh, Inderpreet Kaur
DOI : 10.18231/j.jmra.2019.012
Volume : 6
Issue : 1
Year : 2019
Page No : 65-70
In recent years, banking industry around the world has undergone a rapid transformation; innovations in financial services have revolutionized the way of banking. These innovations have driven rapid changes in the ways banks provide services and interact with their customers. Though these technological advancements are more ubiquitous; the need of understanding the influence of self service technologies like ATM, ECS, NEFT, RTGS, online banking etc. by banks for its customers is important. The present study attempts to investigate influence of consumer innovativeness and personal characteristics on consumer adoption behavior of online banking. A pictorial presentation is provided that conceptualizes and bifurcates the consumer innovativeness as innate, domain specific, vicarious, techno-oriented and links it with personal characteristics of consumer and their adoption behavior of online banking. For this purpose, a sample of 180 customers has been taken by using the random sampling process from the customers of banks located in Delhi-NCR. An exploratory factor analysis is applied to analyze the data. The study identifies Convenience & ease of use, Techno savvy & job performance, past experience and Apprehension towards technology as four antecedent factors influencing consumer adoption behavior of online banking. The findings of study also indicate that self employed males under the age group of 31 to 40 indicate the characteristics of innate innovativeness and easily adopt online banking, where as professionals show domain specific innovativeness. The study also deduces that Servicemen falling in the age bracket of 41 and above were found to be more apprehensive towards the adoption of technology.
Keywords: Self-service technologies, Consumer innovativeness, Consumer adoption behavior.