An Investigation of Factors Influencing the Continued and Frequent Use of Internet Banking by Australian Consumers

Abstract

The goal of this study was to investigate the factors that influence how consumers continue to use, and how frequently they use, internet banking in Australia. Patterns of continued use and frequency of use of internet banking have been neglected as most of the existing studies focus on either consumer adoption or acceptance of internet banking. However, in comparison to new customer acquisition, measures of continued and frequent use of internet banking are related to a cost-effective marketing strategy aimed at retaining customers. The research in this thesis is a response to a gap in existing literature which requires the application of more integrated theory testing and the identification of factors that influence the continued and frequent use of internet banking in order of importance to consumers. In order to address the research goals, the study sets out to develop a conceptual framework based on theoretical models related to the acceptance of technology and diffusion of innovations theory. The conceptual model developed encompasses technology, channel, social and value for money factors as predictors in the identification of influential factors for consumers and their continued and frequent use of internet banking.