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e-Banking Adoption: An Opportunity for Customer Value Co-creation

Authors
  • Carranza, Rocío1, 2
  • Díaz, Estrella1
  • Sánchez-Camacho, Carlos2
  • Martín-Consuegra, David1
  • 1 Department of Marketing, University of Castilla-La Mancha, Ciudad Real , (Spain)
  • 2 Faculty of Management and Communication, Universidad Internacional de la Rioja, Logroño , (Spain)
Type
Published Article
Journal
Frontiers in Psychology
Publisher
Frontiers Media SA
Publication Date
Jan 14, 2021
Volume
11
Identifiers
DOI: 10.3389/fpsyg.2020.621248
PMID: 33519647
PMCID: PMC7840532
Source
PubMed Central
Keywords
License
Unknown

Abstract

The development of information and communication technologies offers innovative opportunities to establish business strategies focused on customer value co-creation. This situation is especially notable in the banking industry. e-Banking activities can support competitive advantages. However, the adoption of e-banking is not yet well-established among consumers. In this sense, the technology acceptance model (TAM) is considered essential in studying consumer behavior applied to adopt a particular technology. According to the TAM model, this study analyses the factors which influence bank customers to adopt e-banking to facilitate their banking services and support the process of value co-creation. Consequently, the authors examine five main aspects of the technology adoption model to provide a broad understanding of bank customers’ consumption of e-banking. A partial least squares structural equation modeling (PLS-SEM) analysis is conducted to evaluate proposed relationships between factors and customers’ e-banking adoption.

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