Usage of Internet Banking Among Different Segments as an Example of Innovation - Trust and Information Needs
The usage of internet has had what can only be descried as an enormous growth in the last decade. This has also resulted in an increased risk in the usage of Internet, in particular for an area as internet banking. This paper examines the confidence among different segments of e-banking users or customers. It explains why results differ. Data were collected with a questionnaire with a sample of 50 fully completed answered. The results show that trust in internet banking usage differs among segments and also that the perceived lack of information tends to differ among segments. Moreover we found that the most valuable segmentation can be divided into three groups, between 18-25, above 66, and the rest. The findings have significance for both security and marketing of internet banking services.
PHILIP NERME,CHRISTOFFER STENSTROM,NIKLAS DAREFELT,KLAUS SOLBERG SOILEN