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Understanding customers’ usage behavior towards online banking services: an integrated risk–benefit framework

Author

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  • Simarpreet Kaur

    (Guru Nanak Dev University)

  • Sangeeta Arora

    (Guru Nanak Dev University)

Abstract

The present study integrates perceived risk and perceived benefit with unified theory of acceptance and use of technology 2 (UTAUT2) to propose an integrated risk–benefit framework for predicting online banking services (OBS) usage behavior of customers. The proposed model assimilates perceived risk, perceived benefit, UTAUT2 factors along with age and gender as moderators. The PLS-SEM results showed that behavioral intention is negatively influenced by perceived risk and positively influenced by perceived benefit, performance expectancy, effort expectancy, social influence, hedonic motivation, price value. Usage behavior is positively influenced by behavioral intention and price value. As for moderators, gender moderates the effect of effort expectancy and price value on behavioral intention; however, age as a moderator is not supported. Based on the results, recommendations for bank managers are proposed.

Suggested Citation

  • Simarpreet Kaur & Sangeeta Arora, 2023. "Understanding customers’ usage behavior towards online banking services: an integrated risk–benefit framework," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 74-98, March.
    • Handle: RePEc:pal:jofsma:v:28:y:2023:i:1:d:10.1057_s41264-022-00140-5
    DOI: 10.1057/s41264-022-00140-5
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    2. Youssef Riahi & Karim Garrouch, 2024. "A model explaining perceived investment value and switching intentions toward FinTech: the case of crowdlending," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 553-567, June.
    3. Zarco, Carmen & Giráldez-Cru, Jesús & Cordón, Oscar & Liébana-Cabanillas, Francisco, 2024. "A comprehensive view of biometric payment in retailing: A complete study from user to expert," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Hui Shan Lom & Ai Chin Thoo & Weng Marc Lim & Kian Yeik Koay, 2024. "Advertising value and privacy concerns in mobile advertising: the case of SMS advertising in banking," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1135-1153, September.

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