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Investigation of the Social Demographic Factors Underpinning Consumers’ Adoption of Information Technology: The Case of Online Banking

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  • Dennis D. Fehrenbacher

Abstract

The majority of models and empirical analyses on technology adoption research focuses on organizational rather than consumer contexts and uses research instruments which demand significant resources. I use household data on technology adoption to test a model’s predictions targeted at consumers. I present the case of online banking in Italy and discuss that several demographic and social characteristics could be proxies for a consumer model’s constructs and present initial evidence on the predictive power of the proxies on technology use in the context of online banking. I discuss clear-cut implications for management and society and seek to extend and validate the presented case by other technologies and countries in the future.

Suggested Citation

  • Dennis D. Fehrenbacher, 2013. "Investigation of the Social Demographic Factors Underpinning Consumers’ Adoption of Information Technology: The Case of Online Banking," LWS Working papers 14, LIS Cross-National Data Center in Luxembourg.
    • Handle: RePEc:lis:lwswps:14
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    References listed on IDEAS

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