Doctor of Philosophy, The Ohio State University, 2004, Family Resource Management
The primary purpose of this study was to identify determinants affecting consumers' intention to use online financial services. The effects of attitude toward a behavior, subjective norm, and perceived behavioral control variables on the intention to use online financial services were examined. Demographic control variables were included as control variables. The conceptual framework underlying the study was based on the Theory of Planned Behavior. This theory suggests that attitude toward a behavior, subjective norm, and perceived behavioral control affect behavioral intention to engage in a behavior. Behavioral intention, then, leads to engaging in a behavior. Data came from the 1998-99 MacroMonitor Survey. The study sample consists of 3,780 households completing a mail survey between May and August of 1998. This data set includes information about consumer attitudes, behaviors and motivations regarding financial products, services, delivery methods, and institutional use. Factor analysis was used to reduce the number of independent variables. Logistic regression analysis was used to examine the effect of the independent variables on the probability of the intention to use online financial services. The findings based on five different dependent measures of online financial service uses revealed that the seven variables consistently affect intention to use online financial services: satisfaction with finances, positive attitude toward credit market, professional advice unneeded, personal contact desired, one-on-one interaction unneeded, education, and prefer less complex financial strategies. Individuals dissatisfied with their financial situations were more likely to intend to use online financial services. Consumers who had positive attitudes toward credit markets had a greater probability of intention to use online financial services. Individuals with preferences for professional advice were more likely to use online financial services. Consumers having lower p (open full item for complete abstract)
Committee: Loren Geistfeld (Advisor)
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