Análisis del comportamiento de compra en los servicios financieros online

Abstract

The objective of this paper is to analyze the different factors that influence online banking adoption. For this purpose, we put forward a set of hypotheses regarding the influence of demographics, online use experience, perceived benefits and perceived shopping risk in the online financial services shopping decision. Analysing the results obtained from a sample of 450 Spanish Internet users, we verify that online financial services adoption is more likely in young, highly educated and high-income Internet users. Online use experience and most of the perceived benefits are also key drivers of online financial services purchase decision-making. Perceived financial, social and psychological risk negatively influences the online banking services shopping decision