A comprehensive examination of internet banking user behaviour: evidence from customers yet to adopt, currently using and stopped using.

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Wu, M., Jayawardhena, C., & Hamilton, R. (2014). A comprehensive examination of internet banking user behaviour: evidence from customers yet to adopt, currently using and stopped using. Journal of marketing management.

Mot clefs: Behavior, internet, e-banking, customer, bank, fintech.

Cette étude examine les intentions comportementales liées à l’adoption des services bancaires en ligne via des catégories de clients. Elle est aussi basé sur des connaissances existantes sur le comportement de des utilisateurs des services bancaire en ligne.Cette recherche développe un modèle qui est fondé sur le modèle d’acceptation de la technologie concernant 614 clients de banque en ligne en Chine. La valeur perçue est le moteur le plus important pour expliquer toutes les catégories de comportements des clients liés à l’IB.Pour développer les résultats obtenu des sondages, il intègre également des théories afin de développer leur modèle d’adoption des utilisateurs de service bancaire en ligne. Avec le profil clients évaluant selon des hypothèses tout ce qui concerne le compromis entre les avantages et les sacrifices associés à l’utilisation de ces services en ligne.

 

 Développement :

Dans le contexte de cette recherche à plusieurs axes, la partie théorique est basé sur 2 théories attitudinale. La théorie de l’action raisonnée et la théorie du comportement planifié ce qui permet d’identifier les déterminants du comportements et ses intentions. Puis celle-ci, ont évolué en incorporant le contrôle du comportement perçu qui reflètent ce que gens capte les opportunités et les ressources nécessaires pour exécuter le comportement recherché. L’intérêt est de comprendre si les capteurs sont favorable à l’exécution de ce nouveau comportement comme l’adoption des services bancaire en ligne.

Le résultat des recherches ont démontrés que chaque utilisateurs des services de banque ou ligne ou de son adoption, le client mesure par les avantages qu’il peut en avoir et pas le cout. Ce qui mène à penser que c’est au établissement financier de s’adapter pour que créer une impression de faible cout en mettant en avant via des campagnes de communication tous les avantages que présente ce modèle bancaire. La recherche explicite que l’interface web doit être ludique afin que le client se familiarise avec son utilisation. De plus, l’utilité perçu pour les non-utilisateurs des services bancaire en ligne doit être mit en avant, car l’utilité est un facteur qui prône dans le processus comportemental du futur client.

Conclusion :

 Enfin, pour que les services bancaire en ligne deviennent une banque à long terme commune et connaissent un taux d’adoption évolutif. Les acteurs du marché doivent investir dans la communication autour de son utilité, de son faibles coût et sa sécurité. Mais aussi présenter les avantages que cela peut apporter à l’utilisateur. C’est donc aux établissements financier de rendre son utilisation facile et ludique afin, que chaque nouveau client deviennent le premier communiquant.

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