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

Frontiers in Psychology

Estrella Díaz¹  David Martín-Consuegra¹  Rocío Carranza²  Carlos Sánchez-Camacho³ 

[1] Department of Marketing, University of Castilla-La Mancha, Ciudad Real, Spain;Department of Marketing, University of Castilla-La Mancha, Ciudad Real, Spain;Faculty of Management and Communication, Universidad Internacional de la Rioja, Logroño, Spain;Faculty of Management and Communication, Universidad Internacional de la Rioja, Logroño, Spain;

关键词: customer value co-creation;    e-banking;    e-services;    technology acceptance model;    PLS-SEM;   

DOI  :  10.3389/fpsyg.2020.621248

来源: Frontiers

【 摘 要 】

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.

【 授权许可】

CC BY