Author： Akinci Serkan Aksoy Şafak Atilgan Eda
Publisher： Emerald Group Publishing Ltd
ISSN： 0265-2323
Source： The International Journal of Bank Marketing, Vol.22, Iss.3, 2004-03, pp. : 212-232
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Abstract
This descriptive study was conducted to develop an understanding of consumers' attitudes and adoption of Internet banking among sophisticated consumers. Based on a random sample of academicians, demographic, attitudinal, and behavioral characteristics of Internet banking (IB) users and non-users were examined. The analyses revealed significant differences between the demographic profiles and attitudes of users and non-users. IB users were further investigated, and three sub-segments were defined according to a set of bank selection criteria. Finally, based on the similarities between various Web-based bank services, four homogeneous categories of services were defined.
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