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Profiling Adopter Categories of Internet Banking in India: An Empirical Study

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  • Bikram Jit Singh Mann
  • Sunpreet Kaur Sahni

Abstract

Internet Banking is an example of B2C business model, where transactions can be carried out without visiting the bank branch physically. The objective of the empirical study is to identify the dimensions and their impact on the adoption of Internet Banking on the various adopter categories. In order to get an insight of the different adopter segments, two important constructs such as customer perception constituting perceived ease of use and perceived security risk and perception towards demographic variables consisting of age, gender, education, income and occupation of the users are identified from the existing literature. The cluster analysis reveals that the clusters formed are innovators, early majority, late majority and laggards for adopting Internet Banking. Our study substantiates that only income as a variable acts as a roadblock in the adoption of Internet Banking services. The study will help Internet Banking marketing managers to design their strategies so as to encourage adoption and attract more customers.

Suggested Citation

  • Bikram Jit Singh Mann & Sunpreet Kaur Sahni, 2012. "Profiling Adopter Categories of Internet Banking in India: An Empirical Study," Vision, , vol. 16(4), pages 283-295, December.
    • Handle: RePEc:sae:vision:v:16:y:2012:i:4:p:283-295
    DOI: 10.1177/0972262912460187
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    References listed on IDEAS

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    Cited by:

    1. Laukkanen, Tommi, 2016. "Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking," Journal of Business Research, Elsevier, vol. 69(7), pages 2432-2439.

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