The Relationship Between Customers’ Tendency to Avoid Risk and Preferring Online Banking Services

Yıl 2019, Cilt: 10 Sayı: 1, 220 - 230, 25.03.2019

Ercan Özen , Hakan Boz

Öz

The purpose of this study is
to reveal that the relationship between the risk avoidance and the use of
internet banking. For this reason, data collected by convenience sampling from
394 internet banking customers. Data was analyzed by Structural Equation Model
in Smart PLS 2.0 program. The main findings of the study are: When the content
of internet banking sites of banks improves and ease of use of internet banking
increases, risk aversion is reduced. Besides, when risk avoidance decreases, trust,
duration and frequency of internet banking increases. Results of this study
have some implications for academic, banks managers and other policy makers.

Anahtar Kelimeler

Banking, Finance, Service Marketing, Internet banking

Müşterilerin Riskten Kaçınma Eğilimi ile Online Bankacılık Tercihleri Arasındaki İlişki

Öz

Bu
çalışmanın amacı, riskten kaçınma ile internet bankacılığının kullanımı
arasındaki ilişkiyi ortaya koymaktır. Bu sebeple veriler 394 internet
bankacılığı müşterisinden kolayda örnekleme yöntemiyle ile toplanmıştır.
Veriler Smart PLS 2.0 programında Yapısal Eşitlik Modeli ile analiz edilmiştir.
Çalışmanın ana bulgusu bankaların internet bankacılığı sitelerinin içeriği
arttıkça ve internet bankacılığının kullanım kolaylığı arttığında riskten
kaçınmanın azalmakta olmasıdır. Ayrıca riskten kaçınma azaldığında internet
bankacılığına duyulan güven, kllanım süresi ve sıklığı artmaktadır. Bu
çalışmanın sonuçlarının, akademisyenler, banka yöneticileri ve diğer politika
yapıcılar için bazı yol gösterici etkileri bulunmaktadır.

Anahtar Kelimeler

Banking, Finance, Service Marketing, Internet banking

Kaynakça

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