Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-February2011-Article6-A Framework For Understanding Consumer Perceived Characteristics Of Internet Banking As Predicators Of Its Adoption
- Price : 80.00
- Published on February 2, 2011
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Internet banking has gained wide acceptance internationally and has become a very popular delivery platform for banking services. Advances in electronic banking technology have created novel ways of handling daily banking affairs, especially via the online banking channel. The acceptance of online banking services has been rapid in many parts of the world. The growing number of internet users and increase in financial activities online provide an opportunity for the banking industry to get a better understanding of this dynamic channel and introduce it as an additional touch point to serve the customers. In the literature, consumers’ adoption of internet banking as an innovation is consistent with the theory of diffusion of innovations (Rogers 1983). The theory of diffusion of innovation has not been much applied to financial innovations, which includes internet banking. This paper presents a conceptual model for future research.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.