Journal
TECHNOVATION
Volume 23, Issue 11, Pages 847-860Publisher
ELSEVIER
DOI: 10.1016/S0166-4972(03)00130-5
Keywords
electronic banking; trust; perceived risk
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With the phenomenal growth of B2C e-commerce, most industries including banking and financial services,sector have been influenced, in. one way or another. Several studies, suggest that customers have not adopted B2C e-commerce in the same degree primarily because of risk concerns and trust-related issues. This paper extends an area of information systems research into a marketing of financial services context by looking into the element of trust and risk in e-banking. A conceptual model of trust in e-banking is proposed with two main antecedents that influence customer's trust: perceived security and perceived privacy. The antecedent variables are moderated by the perceived trustworthiness attributes of the bank, which includes benevolence, integrity and competence. Trust is being defined as a function of the degree of risk involved in the e-banking transaction, and the outcome of trust is proposed to be reduced perceived risk, leading to positive intentions towards adoption of e-banking. (C) 2003 Elsevier Ltd. All rights reserved.
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