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Consumer perceptions of Internet banking in Finland: The moderating role of familiarity

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  • Mäenpää, Katariina
  • Kale, Sudhir H.
  • Kuusela, Hannu
  • Mesiranta, Nina

Abstract

Previous research on Internet banking (IB) has mostly been confined to the adoption of online banking services. Now that IB has millions of active users worldwide, it is time to shift the research focus to the perceptions and experiences of IB users. This article examines the moderating role of familiarity, i.e. the amount of accumulated IB experience, in consumer perceptions of IB. A survey of 300 active users of IB in Finland revealed that level of IB familiarity impacted four out of seven service dimensions explored in the research. These findings may provide useful guidelines for developing Internet bank services and for marketing Internet banking.

Suggested Citation

  • Mäenpää, Katariina & Kale, Sudhir H. & Kuusela, Hannu & Mesiranta, Nina, 2008. "Consumer perceptions of Internet banking in Finland: The moderating role of familiarity," Journal of Retailing and Consumer Services, Elsevier, vol. 15(4), pages 266-276.
    • Handle: RePEc:eee:joreco:v:15:y:2008:i:4:p:266-276
    DOI: 10.1016/j.jretconser.2007.05.007
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    References listed on IDEAS

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    3. Pynnönen, Sari & Haltia, Emmi & Hujala, Teppo, 2021. "Digital forest information platform as service innovation: Finnish Metsaan.fi service use, users and utilisation," Forest Policy and Economics, Elsevier, vol. 125(C).
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    5. Kim, Do Yuon & Lee, Ha Kyung & Chung, Kyunghwa, 2023. "Avatar-mediated experience in the metaverse: The impact of avatar realism on user-avatar relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    6. Min-Yuan Zheng & Chao-Chien Chen & Hsiao-Hsien Lin & Chih-Hung Tseng & Chin-Hsien Hsu, 2021. "Research on the Impact of Popular Tourism Program Involvement on Rural Tourism Image, Familiarity, Motivation and Willingness," Sustainability, MDPI, vol. 13(9), pages 1-19, April.
    7. Shahram Gilaninia & Arman Fattahi & Seyyed Javad Mousavian, 2011. "Behavioral Factors Tend to Use the Internet Banking Services -- Case Study: System (SABA), the Melli Bank, Iran, Ardabil," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 2(3), pages 173-179, August.

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