e-Banking Adoption: An Opportunity for Customer Value Co-creation

• Published in: Frontiers in psychology Vol. 11; p. 621248
• Main Authors: Carranza, Rocío, Díaz, Estrella, Sánchez-Camacho, Carlos, Martín-Consuegra, David
• Format: Journal Article
• Language: English
• Published: Switzerland Frontiers Media S.A 14.01.2021
• Subjects: customer value co-creation; e-banking; e-services; PLS-SEM; Psychology; technology acceptance model; e-services; e-banking; customer value co-creation; technology acceptance model; PLS-SEM
• ISSN: 1664-1078; 1664-1078
• DOI: 10.3389/fpsyg.2020.621248

The development of information and communication technologies offers innovative opportunities to establish business strategies focused on customer value co-creation. This situation is especially notable in the banking industry. e-Banking activities can support competitive advantages. However, the adoption of e-banking is not yet well-established among consumers. In this sense, the technology acceptance model (TAM) is considered essential in studying consumer behavior applied to adopt a particular technology. According to the TAM model, this study analyses the factors which influence bank customers to adopt e-banking to facilitate their banking services and support the process of value co-creation. Consequently, the authors examine five main aspects of the technology adoption model to provide a broad understanding of bank customers' consumption of e-banking. A partial least squares structural equation modeling (PLS-SEM) analysis is conducted to evaluate proposed relationships between factors and customers' e-banking adoption.