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首页> 外文期刊>International journal of bank marketing >Analyzing the impact of consumer innovativeness and perceived risk in internet banking adoption: A study of Indian consumers
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Analyzing the impact of consumer innovativeness and perceived risk in internet banking adoption: A study of Indian consumers

机译：分析消费者创新和感知风险对采用互联网银行的影响：对印度消费者的研究

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PurposeThe purpose of this paper is to understand consumers intention to adopt internet banking. The study adopted the technology acceptance model with additional constructs (i.e. consumer innate innovativeness (II), domain-specific innovativeness (DSI) and perceived security risk (PR)).Design/methodology/approachThe data were collected through a questionnaire-based survey (487 usable responses) from Indian consumers. A two-step SEM approach (i.e. measurement model and structural model) was used to analyze the data.FindingsThe findings show the significant positive influence of perceived usefulness, ease of use, attitude, II and DSI on consumers intention to adopt internet banking. The PR was found to have a significant negative influence on consumers intention to adopt internet banking, and DSI was found to negatively influence PR.Research limitations/implicationsThe study is limited to users of a particular region of India. Furthermore, the study limits itself in determining consumers intention only, not actual usage.Originality/valueThe study is a preliminary attempt to examine consumers intention to adopt internet banking in India by analyzing innovativeness and perceived risk.
机译：目的本文的目的是了解消费者采用网上银行的意图。这项研究采用了技术接受模型以及其他结构（即消费者固有的创新性（II），特定领域的创新性（DSI）和感知的安全风险（PR））。设计/方法/方法数据是通过基于问卷的调查收集的（ 487个可用回应）。研究结果采用两步扫描电镜方法（即测量模型和结构模型）进行分析。结果表明，感知有用性，易用性，态度，II和DSI对消费者采用网上银行的意图产生了显着的积极影响。研究发现，公关对消费者采用互联网银行的意图有显着的负面影响，而DSI被发现对公关有负面影响。研究局限/意义该研究仅限于印度特定地区的用户。此外，该研究仅限于确定消费者的意愿，而不是实际用途。来源/价值本研究是一项初步尝试，旨在通过分析创新性和感知风险来检验印度采用互联网银行的消费者意愿。

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