Welcome to the InfoSci Platform
The Marketing Prospects of Consumer Trust in Banking Services to Reduce Perceived Financial Risk and Enhance Intention to Use Internet Banking

The Marketing Prospects of Consumer Trust in Banking Services to Reduce Perceived Financial Risk and Enhance Intention to Use Internet Banking

Zhangzhi Li
Copyright: © 2022 |Volume: 18 |Issue: 3 |Pages: 13
ISSN: 1548-3673|EISSN: 1548-3681|EISBN13: 9781799893882|DOI: 10.4018/IJeC.307128
Cite Article Cite Article

MLA

Li, Zhangzhi. "The Marketing Prospects of Consumer Trust in Banking Services to Reduce Perceived Financial Risk and Enhance Intention to Use Internet Banking." IJEC vol.18, no.3 2022: pp.1-13. http://doi.org/10.4018/IJeC.307128

APA

Li, Z. (2022). The Marketing Prospects of Consumer Trust in Banking Services to Reduce Perceived Financial Risk and Enhance Intention to Use Internet Banking. International Journal of e-Collaboration (IJeC), 18(3), 1-13. http://doi.org/10.4018/IJeC.307128

Chicago

Li, Zhangzhi. "The Marketing Prospects of Consumer Trust in Banking Services to Reduce Perceived Financial Risk and Enhance Intention to Use Internet Banking," International Journal of e-Collaboration (IJeC) 18, no.3: 1-13. http://doi.org/10.4018/IJeC.307128

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

Purpose – Eight items are measured to determine consumers’ perceived financial risk in using Internet retail banking and set up a framework to understand the role of perceived financial risk, and how it relates with consumer's trust in Internet retail banking and behavioral intentions to use Internet retail banking. Methods – An online survey was conducted using 307 Malaysian online banking customers. Therefore,Structural equation modeling was used to analyze the collected data. Findings – A consumer's behavioral intentions to use Internet retail banking are also affected by their perceived financial risk. And there is a mediating role of perceived financial risk exists in the relationship between consumer's trust in Internet retail banking and behavioral intentions to use Internet retail banking. Originality/value – The results confirm that banks must reflect on their consumer's trust while reducing various perceived financial risks such as financial loss resulting from credit card number loss, service delivery loss, overcharged fee on an online transaction,etc.,

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.