Key Drivers of Internet Banking Adoption: The Case of Spanish Internet Users

Abstract

The objective of this chapter is to provide students and managers with a holistic view into the different factors that influence online banking adoption and to use the study’s findings to develop strategies for managers on how to maximize the rate of Internet banking adoption. Research done with a sample size of 450 Spanish Internet users, has highlighted that Internet banking adoption is more likely in young, highly educated and high-income consumers. Internet affinity, online use experience and some perceived benefits are also key drivers of online financial services pur chase decision-making. Perceived financial, social and psychological risk negatively influences the use of online-banking services.