Résumé :

Despite the surge in interest in research on customers’ adoption of
internet banking (IB), how discontinued users can be brought back to IB has not
received much attention. To respond to this question and to provide a
comprehensive understanding of IB customer behaviour, we develop a
conceptual model grounded on the extended technology acceptance model, and
empirically validate it using a sample of 614 IB customers (including those yet to
adopt, current users and discontinued users) from China. Perceived value is the
most important driver for explaining all categories of customers’ IB-related
behaviours. Banks that implement measures that aim to increase the perceived
usefulness of IB and enhance the value of IB are likely to be rewarded with
increasing IB adoption amongst its customer base.

Mots-clés : Internet banking behavious, deiscontinued users, technology acceptance model

Model conceptuel :

Méthodologie de recherche :

Data, using questionnaires, was collected for the three different categories of IB users
from urban Chinese bank customers who are also users of the Internet.

Data was analysed using the Partial Least Squares (PLS) approach for structural
equation modelling.

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