Understanding customers’ usage behavior towards online banking services: an integrated risk–benefit framework

The present study integrates perceived risk and perceived benefit with unified theory of acceptance and use of technology 2 (UTAUT2) to propose an integrated risk–benefit framework for predicting online banking services (OBS) usage behavior of customers. The proposed model assimilates perceived risk...

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Bibliographic Details
Published inJournal of financial services marketing Vol. 28; no. 1; pp. 74 - 98
Main Authors Kaur, Simarpreet, Arora, Sangeeta
Format Journal Article
LanguageEnglish
Published London Palgrave Macmillan UK 01.03.2023
Palgrave Macmillan
Subjects
Bank management
Banking
Behavior
Customers
Data analysis
Economics and Finance
Electronic banking
Electronic commerce
Finance
Financial Services
Information systems
Internet
Literature reviews
Marketing
Mobile commerce
Original Article
Perceptions
Purchase intention
Technology Acceptance Model
Technology adoption
Usage behavior
Perceived risk
Online banking services (OBS)
Perceived benefit
UTAUT2
Behavioral intention
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Summary:The present study integrates perceived risk and perceived benefit with unified theory of acceptance and use of technology 2 (UTAUT2) to propose an integrated risk–benefit framework for predicting online banking services (OBS) usage behavior of customers. The proposed model assimilates perceived risk, perceived benefit, UTAUT2 factors along with age and gender as moderators. The PLS-SEM results showed that behavioral intention is negatively influenced by perceived risk and positively influenced by perceived benefit, performance expectancy, effort expectancy, social influence, hedonic motivation, price value. Usage behavior is positively influenced by behavioral intention and price value. As for moderators, gender moderates the effect of effort expectancy and price value on behavioral intention; however, age as a moderator is not supported. Based on the results, recommendations for bank managers are proposed.
ISSN:1363-0539
1479-1846
DOI:10.1057/s41264-022-00140-5