The Impact of Personalization Design and Compatibility of Past Experience on E-Banking Usage
Banks and financial services providers are increasingly delivering their services via electronic banking, also known as e-banking. Yet even though this type of delivery is now common, the degree of personalization in the services provided via this channel exhibit considerable variation. This study examines the impact of service personalization on consumer reaction to the banking product. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model, this study further examines one contingent factor, compatibility with previous experience with e-banking. Data drawn from a sample of 181 banking customers in a metropolitan region in southern China indicate that personalization leads to increased performance expectancy and decreased effort expectancy. In addition, compatibility with previous e-banking experience produces an interaction effect on both performance expectancy and effort expectancy.
European Marketing Academy Annual Conference (EMAC)
Wang, May, Stella Cho, Luther Trey Denton.
"The Impact of Personalization Design and Compatibility of Past Experience on E-Banking Usage."
Marketing Faculty Presentations.