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The Frequency And Intensity Of Experience In Online Banking Use

Author

Listed:
  • D. Singer, Daniel

    (Professor of Finance, Towson University)

  • G. Baradwaj, Babu

    (Associate Professor of Finance, Towson University)

Abstract

The literature on online banking adoption generally finds experience to be a positive factor in online banking use. In contrast, this research suggests a more complex relationship between experience and online banking. Experience is found to have a negative effect on online banking use through its impact on the perceived ease of use (PEOU) and perceived usefulness (PU) of online banking. While counterintuitive, these finding are hypothesized to reflect the fact that greater intensity of use diminishes PEOU because as an individual gains experience with more complex and sophisticated applications in the bank web site, the user becomes increasingly aware of the difficulty of making the most of that technology. It is further hypothesized that greater frequency of use diminishes the PU of a web site because the perception of usefulness of a web site depends on marginal utility, not total utility.

Suggested Citation

  • D. Singer, Daniel & G. Baradwaj, Babu, 2012. "The Frequency And Intensity Of Experience In Online Banking Use," Journal of Internet Banking and Commerce, , vol. 17(1), pages 01-22, April.
    • Handle: RePEc:ris:joibac:0334
    as

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    More about this item

    Keywords

    Online banking; Retail banking; Information and communication technology; Technology acceptance model (TAM);
    All these keywords.

    JEL classification:

    • E58 - Macroeconomics and Monetary Economics - - Monetary Policy, Central Banking, and the Supply of Money and Credit - - - Central Banks and Their Policies

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