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The Relationship Between Customers’ Tendency to Avoid Risk and Preferring Online Banking Services

Year 2019, Volume: 10 Issue: 1, 220 - 230, 25.03.2019

Abstract

The purpose of this study is
to reveal that the relationship between the risk avoidance and the use of
internet banking. For this reason, data collected by convenience sampling from
394 internet banking customers. Data was analyzed by Structural Equation Model
in Smart PLS 2.0 program. The main findings of the study are: When the content
of internet banking sites of banks improves and ease of use of internet banking
increases, risk aversion is reduced. Besides, when risk avoidance decreases, trust,
duration and frequency of internet banking increases. Results of this study
have some implications for academic, banks managers and other policy makers.

References

  • REFERENCESAl-Somali, S. A., Gholami, R., & Clegg, B. (2009). “An investigation into the acceptance of online banking in Saudi Arabia”. Technovation, 29(2), s.130-141.Ang, Swee Hoon (2001). “Crisis Marketing: A Comparison Across Economic Scenarios”, International Business Review Elsevier Science Ltd., Vol. 10, s.263-284.Asmi, F., & Ishaya, T. (2012). “Understanding the behavior of the elderly towards Internet Banking in the UK”. In proceeding of the 2nd International Conference on Social Eco-Informatics, October, s.21-26.Bagozzi, R. P., & Yi, Y. (1988). “On the evaluation of structural equation models”. Journal of the academy of marketing science, 16(1), s.74-94.Berger, S.C., & Gensler, S., (2007). “Online Banking Customers: Insight from Germany”. Journal of Internet Banking and Commerce, 12(1), s.1-6.Boz, H., Kaynar, İ., Özen, E., & Şenyıldız, L. (2017). “AB Kişilik Tiplerinin İnternet Bankacılığına Duyulan Güvene Etkisi Var mıdır? (Does Type A and B Personality Effect on Trust to Internet Banking?)”. International Journal of Academic Value Studies (Javstudies), 3(13), s.435-444.Brownlow, C., McMurray, I., & Cozens, B. (2004). SPSS explained. Taylor & Francis.Chen, R. F., Hsiao, J. L., & Hwang, H. G. (2012). “Measuring customer satisfaction of Internet banking in Taiwan: scale development and validation”. Total Quality Management & Business Excellence, 23(7-8), s.749-767.Cheng, T.C.E., Lam, D.Y.C., & Yeung, A.C.L. (2006). “Adoption of internet banking: An empirical study in Hong Kong”. Decision Support Systems, 42, s.1558–1572.Chung, N., & Kwon, S. J. (2009). “Effect of trust level on mobile banking satisfaction: a multi-group analysis of information system success instruments”. Behaviour & Information Technology, 28(6), s.549-562.Davis, F.D. (1989). “Perceived usefulness, perceived easy of use and user acceptance of information technology”, MIS Quarterly, 13(3), s.319-340.Driga, I., Nita, D.,& Codruta, D., (2009). “Aspects Regarding Internet Banking Services in Romania”, Annals of the University of Petroşani, Economics, 9(3), 239-248, Available at SSRN: https://ssrn.com/abstract=1536025Eriksson, K., Kerem, K., & Nilsson, D. (2005). Customer acceptance of internet banking in Estonia. International journal of bank marketing, 23(2), s.200-216.Fonchamnyo, D. C. (2013). “Customers’ perception of E-banking adoption in Cameroon: An empirical assessment of an extended TAM”. International Journal of Economics and Finance, 5(1), s.166-176.Fornell, C., & Larcker, D.F., (1981). “Evaluating structural equation models with unobservable variables and measurement error”. Journal of Marketing Research, 18 (1), s.39-50.Ho, C.T., & Lin, W.C. (2010). “Measuring the service quality of internet banking: Scale development and validation”. European Business Review, 22(1), s.5–24.Karamustafa K. Özoğlu B., (2015). “Türkiye'deki İnternet Bankacılığı Hizmetlerinin Önem Başarım Analizi İle Değerlendirilmesi: Yozgat İli Örneği (Internet Banking Service Importance Performance Analysis with Evaluation in Turkey: Yozgat Example)”, Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (Journal of Erciyes University Social Sciences Institute), 39(2), s.108-131.Kim, M. J. Chung, N., & Lee, C. K. (2011). “The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea”. Tourism Management, 32(2), s.256-265.Koc, E. (2017). Hizmet Pazarlaması ve Yönetimi, Global ve Yerel Yaklaşım, 2. Baskı, Seçkin Yayıncılık: Ankara.Lee, M. C. (2009). “Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit”. Electronic commerce research and applications, 8(3), s.130-141.Liao, S., Shao, L.P., Wang, H., & Chen, A. (1999). “The adoption of virtual banking: An empirical study”. International Journal of Information Management, 19, s.63–74.Liao, Z., & Cheung, M.T. (2002). Internet-based e-banking and consumer attitudes: An empirical study. Information & Management, 39, s.283–295.McCole, P. (2002). “The role of trust for electronic commerce in services”. International Journal of Contemporary Hospitality Management, 14(2), s.81–87.Mukherjee, A., & Nath, P. (2003). “A model of trust in online relationship banking”. International journal of bank marketing, 21(1), s.5-15.Nui Polatoglu, V., & Ekin, S. (2001). “An empirical investigation of the Turkish consumers’ acceptance of Internet banking services”. International journal of bank marketing, 19(4), s.156-165.Nunnally, J. C. Psychometric Theory. McGraw-Hill, New York, 1978, 23–45.Öz. M., (2009). “Müşterilerin Internet Bankacılığını Kullanmasını Etkileyen Faktörler: Kayseri İlinde Bir Uygulama (Factors Affecting Consumers' Usage of Internet Banking: An Application in Kayseri Province)”. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (Journal of Erciyes University Social Sciences Institute), 1(26), s.211-232.Özen E., (2014). “Bireysel Bankacılıkta Güven, Önem ve Maliyet Algılarının Sadakat Algısına Etkisi (The Effect of Trust, Importance and Cost Perceptions on the Loyalty Perceptions in Retail Banking)”, Finans Politik & Ekonomik Yorumlar (Finance Political & Economic Comments), 51(594), s.75-86.Özgül E. Özgüven N., (2011). “Analysis Of The Changes In Consumers’ Purchasing Behaviours In The Periods Of Economic Recession”, ZKU Journal of Social Sciences, 7,(13), s.239-26.Price L. & Ridgeway, N.M. (1983). "Development of a Scale to Measure Use Innovativeness," in Advances in Consumer Research, 10, Eds. Richard P. Bagozzi and Alice M. Tybout, Ann Arbor, MI: Association for Consumer Research, 679-684.Santouridisa, I., Trivellasa, P., & Reklitisb, P. (2009). “Internet service quality and customer satisfaction: Examining internet banking in Greece”. Total Quality Management & Business Excellence, 20(2), s.223–239.Sathye, M. (1999). “Adoption of Internet banking by Australian consuners: an empiricial investigation”. International Journal of Bank Marketing, 17 (7), s.324-334.Schumacker, R. E and Lomax, R. G. (2004). “A Beginner's Guide to Structural Equation Modeling, Second Edition”. Lawrence Erlbaum Associates. U.S.A.Smith, A.D. (2006). “Explore security and comfort issues associated with online banking”, International Journal of Electronic Finance, 1(1), s.18–45.Sohail, M.S., & Shanmugham, B. (2003). “E-banking and customer preferences in Malaysia: An empirical investigation”. Information Sciences, 150, s.207–217.Suh B., Han I., (2002), “Effect of Trust on Customer Acceptance of Internet Banking”. Electronic Commerce Research and Applications, 1, s.247-263.Şıker, P. (2011). “Müşterilerin İnternet Bankacılığını Benimsemelerine Yönelik Keşifsel Bir Araştırma (A Recursive Research Toward Customers' Benchmarking of Internet Banking)”, İnternet Uygulamaları ve Yönetimi (iuyd) (Internet Applications and Management), 2(2), s.35-50.Singhal, D., & Padhmanabhan, V. (2008). “A study on customer perception towards internet banking: Identifying major contributing factors”. Journal of Nepalese business studies, 5(1), s.101-111.Turkish Statistical Institute, http://www.turkstat.gov.trUsta R. (2005). “A Study on the Reasons of Why the Internet Banking is not Used Widely by Consumers”, Dogus University Journal (Doğuş Üniversitesi Dergisi), 6(2), s.279-290.Ustasüleyman, T., & Eyüboglu, K. (2010). “Bireylerin İnternet Bankacılığını Benimsemesini Etkileyen Faktörlerin Yapısal Eşitlik Modeli ile Belirlenmesi (Determination of Factors Affecting the Perception of Internet Banking by Individuals with Structural Equation Model)”, Journal of BRSA Banking & Financial Markets, 4(2), s.11-38.Wang, Y. S., Wang, Y. M., Lin, H. H., & Tang, T. I. (2003). “Determinants of user acceptance of Internet banking: an empirical study”. International journal of service industry management, 14(5), s.501-519.Yeniçeri T., Yaraş E., Akın E.,(2012). “Tüketicilerin Riskten Kaçınma Düzeylerine Göre Sanal Alışveriş Risk Algısı ve Sanal Plansız Tüketim Eğilimlerinin Belirlenmesi (Determination of Virtual Shopping Risk Perception and Consumption Tendency without Virtual Plans by Consumers' Reliance Avoidance Levels)”, Uluslararası İktisadi ve İdari İncelemeler Dergisi (International Journal of Economic and Administrative Reviews), 9, s.146-164.Yılmaz, Ö., (2016). “The Mediation Role of Relationship Quality Perception on the Relationship Between Relationship Marketing Activities and Re-Purchase Intention”. Business & Management Studies: An International Journal, 4(2), s.142-161.Yiu, C. S., Grant, K., & Edgar, D. (2007). “Factors affecting the adoption of Internet Banking in Hong Kong—implications for the banking sector”. International Journal of Information Management, 27(5), s.336-351.The Banks Association of Turkey (BAT) (Türkiye Bankalar Birliği), (2018). Digital, Internet and Mobile Banking Statistics December 2017 (Dijital, İnternet ve Mobil Bankacılık İstatistikleri Aralık 2017),https://www.tbb.org.tr/tr/banka-ve-sektor-bilgileri/istatistiki-raporlar/Dijital,_Internet_ve_Mobil _Bankacilik_Istatistikleri/3671, (Accessed, 20.07.2018)

Müşterilerin Riskten Kaçınma Eğilimi ile Online Bankacılık Tercihleri Arasındaki İlişki

Year 2019, Volume: 10 Issue: 1, 220 - 230, 25.03.2019

Abstract

Bu
çalışmanın amacı, riskten kaçınma ile internet bankacılığının kullanımı
arasındaki ilişkiyi ortaya koymaktır. Bu sebeple veriler 394 internet
bankacılığı müşterisinden kolayda örnekleme yöntemiyle ile toplanmıştır.
Veriler Smart PLS 2.0 programında Yapısal Eşitlik Modeli ile analiz edilmiştir.
Çalışmanın ana bulgusu bankaların internet bankacılığı sitelerinin içeriği
arttıkça ve internet bankacılığının kullanım kolaylığı arttığında riskten
kaçınmanın azalmakta olmasıdır. Ayrıca riskten kaçınma azaldığında internet
bankacılığına duyulan güven, kllanım süresi ve sıklığı artmaktadır. Bu
çalışmanın sonuçlarının, akademisyenler, banka yöneticileri ve diğer politika
yapıcılar için bazı yol gösterici etkileri bulunmaktadır.

References

  • REFERENCESAl-Somali, S. A., Gholami, R., & Clegg, B. (2009). “An investigation into the acceptance of online banking in Saudi Arabia”. Technovation, 29(2), s.130-141.Ang, Swee Hoon (2001). “Crisis Marketing: A Comparison Across Economic Scenarios”, International Business Review Elsevier Science Ltd., Vol. 10, s.263-284.Asmi, F., & Ishaya, T. (2012). “Understanding the behavior of the elderly towards Internet Banking in the UK”. In proceeding of the 2nd International Conference on Social Eco-Informatics, October, s.21-26.Bagozzi, R. P., & Yi, Y. (1988). “On the evaluation of structural equation models”. Journal of the academy of marketing science, 16(1), s.74-94.Berger, S.C., & Gensler, S., (2007). “Online Banking Customers: Insight from Germany”. Journal of Internet Banking and Commerce, 12(1), s.1-6.Boz, H., Kaynar, İ., Özen, E., & Şenyıldız, L. (2017). “AB Kişilik Tiplerinin İnternet Bankacılığına Duyulan Güvene Etkisi Var mıdır? (Does Type A and B Personality Effect on Trust to Internet Banking?)”. International Journal of Academic Value Studies (Javstudies), 3(13), s.435-444.Brownlow, C., McMurray, I., & Cozens, B. (2004). SPSS explained. Taylor & Francis.Chen, R. F., Hsiao, J. L., & Hwang, H. G. (2012). “Measuring customer satisfaction of Internet banking in Taiwan: scale development and validation”. Total Quality Management & Business Excellence, 23(7-8), s.749-767.Cheng, T.C.E., Lam, D.Y.C., & Yeung, A.C.L. (2006). “Adoption of internet banking: An empirical study in Hong Kong”. Decision Support Systems, 42, s.1558–1572.Chung, N., & Kwon, S. J. (2009). “Effect of trust level on mobile banking satisfaction: a multi-group analysis of information system success instruments”. Behaviour & Information Technology, 28(6), s.549-562.Davis, F.D. (1989). “Perceived usefulness, perceived easy of use and user acceptance of information technology”, MIS Quarterly, 13(3), s.319-340.Driga, I., Nita, D.,& Codruta, D., (2009). “Aspects Regarding Internet Banking Services in Romania”, Annals of the University of Petroşani, Economics, 9(3), 239-248, Available at SSRN: https://ssrn.com/abstract=1536025Eriksson, K., Kerem, K., & Nilsson, D. (2005). Customer acceptance of internet banking in Estonia. International journal of bank marketing, 23(2), s.200-216.Fonchamnyo, D. C. (2013). “Customers’ perception of E-banking adoption in Cameroon: An empirical assessment of an extended TAM”. International Journal of Economics and Finance, 5(1), s.166-176.Fornell, C., & Larcker, D.F., (1981). “Evaluating structural equation models with unobservable variables and measurement error”. Journal of Marketing Research, 18 (1), s.39-50.Ho, C.T., & Lin, W.C. (2010). “Measuring the service quality of internet banking: Scale development and validation”. European Business Review, 22(1), s.5–24.Karamustafa K. Özoğlu B., (2015). “Türkiye'deki İnternet Bankacılığı Hizmetlerinin Önem Başarım Analizi İle Değerlendirilmesi: Yozgat İli Örneği (Internet Banking Service Importance Performance Analysis with Evaluation in Turkey: Yozgat Example)”, Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (Journal of Erciyes University Social Sciences Institute), 39(2), s.108-131.Kim, M. J. Chung, N., & Lee, C. K. (2011). “The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea”. Tourism Management, 32(2), s.256-265.Koc, E. (2017). Hizmet Pazarlaması ve Yönetimi, Global ve Yerel Yaklaşım, 2. Baskı, Seçkin Yayıncılık: Ankara.Lee, M. C. (2009). “Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit”. Electronic commerce research and applications, 8(3), s.130-141.Liao, S., Shao, L.P., Wang, H., & Chen, A. (1999). “The adoption of virtual banking: An empirical study”. International Journal of Information Management, 19, s.63–74.Liao, Z., & Cheung, M.T. (2002). Internet-based e-banking and consumer attitudes: An empirical study. Information & Management, 39, s.283–295.McCole, P. (2002). “The role of trust for electronic commerce in services”. International Journal of Contemporary Hospitality Management, 14(2), s.81–87.Mukherjee, A., & Nath, P. (2003). “A model of trust in online relationship banking”. International journal of bank marketing, 21(1), s.5-15.Nui Polatoglu, V., & Ekin, S. (2001). “An empirical investigation of the Turkish consumers’ acceptance of Internet banking services”. International journal of bank marketing, 19(4), s.156-165.Nunnally, J. C. Psychometric Theory. McGraw-Hill, New York, 1978, 23–45.Öz. M., (2009). “Müşterilerin Internet Bankacılığını Kullanmasını Etkileyen Faktörler: Kayseri İlinde Bir Uygulama (Factors Affecting Consumers' Usage of Internet Banking: An Application in Kayseri Province)”. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (Journal of Erciyes University Social Sciences Institute), 1(26), s.211-232.Özen E., (2014). “Bireysel Bankacılıkta Güven, Önem ve Maliyet Algılarının Sadakat Algısına Etkisi (The Effect of Trust, Importance and Cost Perceptions on the Loyalty Perceptions in Retail Banking)”, Finans Politik & Ekonomik Yorumlar (Finance Political & Economic Comments), 51(594), s.75-86.Özgül E. Özgüven N., (2011). “Analysis Of The Changes In Consumers’ Purchasing Behaviours In The Periods Of Economic Recession”, ZKU Journal of Social Sciences, 7,(13), s.239-26.Price L. & Ridgeway, N.M. (1983). "Development of a Scale to Measure Use Innovativeness," in Advances in Consumer Research, 10, Eds. Richard P. Bagozzi and Alice M. Tybout, Ann Arbor, MI: Association for Consumer Research, 679-684.Santouridisa, I., Trivellasa, P., & Reklitisb, P. (2009). “Internet service quality and customer satisfaction: Examining internet banking in Greece”. Total Quality Management & Business Excellence, 20(2), s.223–239.Sathye, M. (1999). “Adoption of Internet banking by Australian consuners: an empiricial investigation”. International Journal of Bank Marketing, 17 (7), s.324-334.Schumacker, R. E and Lomax, R. G. (2004). “A Beginner's Guide to Structural Equation Modeling, Second Edition”. Lawrence Erlbaum Associates. U.S.A.Smith, A.D. (2006). “Explore security and comfort issues associated with online banking”, International Journal of Electronic Finance, 1(1), s.18–45.Sohail, M.S., & Shanmugham, B. (2003). “E-banking and customer preferences in Malaysia: An empirical investigation”. Information Sciences, 150, s.207–217.Suh B., Han I., (2002), “Effect of Trust on Customer Acceptance of Internet Banking”. Electronic Commerce Research and Applications, 1, s.247-263.Şıker, P. (2011). “Müşterilerin İnternet Bankacılığını Benimsemelerine Yönelik Keşifsel Bir Araştırma (A Recursive Research Toward Customers' Benchmarking of Internet Banking)”, İnternet Uygulamaları ve Yönetimi (iuyd) (Internet Applications and Management), 2(2), s.35-50.Singhal, D., & Padhmanabhan, V. (2008). “A study on customer perception towards internet banking: Identifying major contributing factors”. Journal of Nepalese business studies, 5(1), s.101-111.Turkish Statistical Institute, http://www.turkstat.gov.trUsta R. (2005). “A Study on the Reasons of Why the Internet Banking is not Used Widely by Consumers”, Dogus University Journal (Doğuş Üniversitesi Dergisi), 6(2), s.279-290.Ustasüleyman, T., & Eyüboglu, K. (2010). “Bireylerin İnternet Bankacılığını Benimsemesini Etkileyen Faktörlerin Yapısal Eşitlik Modeli ile Belirlenmesi (Determination of Factors Affecting the Perception of Internet Banking by Individuals with Structural Equation Model)”, Journal of BRSA Banking & Financial Markets, 4(2), s.11-38.Wang, Y. S., Wang, Y. M., Lin, H. H., & Tang, T. I. (2003). “Determinants of user acceptance of Internet banking: an empirical study”. International journal of service industry management, 14(5), s.501-519.Yeniçeri T., Yaraş E., Akın E.,(2012). “Tüketicilerin Riskten Kaçınma Düzeylerine Göre Sanal Alışveriş Risk Algısı ve Sanal Plansız Tüketim Eğilimlerinin Belirlenmesi (Determination of Virtual Shopping Risk Perception and Consumption Tendency without Virtual Plans by Consumers' Reliance Avoidance Levels)”, Uluslararası İktisadi ve İdari İncelemeler Dergisi (International Journal of Economic and Administrative Reviews), 9, s.146-164.Yılmaz, Ö., (2016). “The Mediation Role of Relationship Quality Perception on the Relationship Between Relationship Marketing Activities and Re-Purchase Intention”. Business & Management Studies: An International Journal, 4(2), s.142-161.Yiu, C. S., Grant, K., & Edgar, D. (2007). “Factors affecting the adoption of Internet Banking in Hong Kong—implications for the banking sector”. International Journal of Information Management, 27(5), s.336-351.The Banks Association of Turkey (BAT) (Türkiye Bankalar Birliği), (2018). Digital, Internet and Mobile Banking Statistics December 2017 (Dijital, İnternet ve Mobil Bankacılık İstatistikleri Aralık 2017),https://www.tbb.org.tr/tr/banka-ve-sektor-bilgileri/istatistiki-raporlar/Dijital,_Internet_ve_Mobil _Bankacilik_Istatistikleri/3671, (Accessed, 20.07.2018)
There are 1 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Ercan Özen

Hakan Boz

Publication Date March 25, 2019
Submission Date December 5, 2018
Published in Issue Year 2019 Volume: 10 Issue: 1

Cite

APA Özen, E., & Boz, H. (2019). The Relationship Between Customers’ Tendency to Avoid Risk and Preferring Online Banking Services. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 10(1), 220-230.