The modertaing role of perceived risk on trust in e-banking

Wong, D., Loh, C., Yap, K.ORCID: 0000-0002-9901-2612 and Bak, R. (2009) The modertaing role of perceived risk on trust in e-banking. Curtin Business School. School of Marketing.

Abstract

The purpose of this research is to investigate whether a consumer's perception of risk in transacting on the internet (Perceived Risk) would have an influence on their trust of a bank's e-banking website (Specific Trust) and their willingness to use e-banking. The results showed that Perceived Risk has a direct influence on a consumer's willingness to use e-banking and Specific Trust has a positive moderating influence on the relationship between Perceived Risk and a consumer's willingness to use e-banking. Consumers who have low perceived risk of transacting on the internet are generally more willing to use e-banking. Their willingness to use e-banking was also shown to be more pronounced in cases where the consumer also trust their bank's e-banking website. These findings are of particular relevance to banks. It highlights that a consumer's willingness to use e-banking primarily depends on their perception of risk in transacting on the internet; trust of the specific e-banking website was secondary. This suggests the need for banks to not only employ mechanisms to build trust for their specific e-banking website, but that banks should first take measures to educate their customers and manage general consumer perceptions of the risks of transacting on the internet.

Item Type:	Working Paper
Series Name:	Marketing Insights. Working Paper Series. School of Marketing
Publisher:	Curtin Business School. School of Marketing
URI:	http://researchrepository.murdoch.edu.au/id/eprint/55249

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