Success factors and success criteria in E-banking

With the phenomenal growth of B2C e-commerce, most industries including banking and financial services sector have been influenced, in one way or another. Several studies suggest that customers have not adopted B2C e-commerce in the same degree primarily because of risk concerns and trust-related issues. This paper extends an area of information systems research into a marketing of financial services context by looking into the element of trust and risk in e-banking. A conceptual model of trust in ebanking is proposed with two main antecedents that influence customer’s trust: perceived security and perceived privacy. Trust is being defined as a function of the degree of risk involved in the e-banking transaction, and the outcome of trust is proposed to be reduced perceived risk, leading to positive intentions towards adoption of e-banking.

کلیدواژه ها:

Electronic banking ، Trust ، Perceived risk ، satisfaction ، quality