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A proposed model of e-trust for electronic banking

Yousafzai, Shumaila ORCID:, Pallister, John Gordon and Foxall, Gordon Robert ORCID: 2003. A proposed model of e-trust for electronic banking. Technovation 23 (11) , pp. 847-860. 10.1016/S0166-4972(03)00130-5

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With the phenomenal growth of B2C e-commerce, most industries including banking and financial services sector have been influenced, in one way or another. Several studies suggest that customers have not adopted B2C e-commerce in the same degree primarily because of risk concerns and trust-related issues. This paper extends an area of information systems research into a marketing of financial services context by looking into the element of trust and risk in e-banking. A conceptual model of trust in e-banking is proposed with two main antecedents that influence customer’s trust: perceived security and perceived privacy. The antecedent variables are moderated by the perceived trustworthiness attributes of the bank, which includes benevolence, integrity and competence. Trust is being defined as a function of the degree of risk involved in the e-banking transaction, and the outcome of trust is proposed to be reduced perceived risk, leading to positive intentions towards adoption of e-banking.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Uncontrolled Keywords: Electronic banking; Trust; Perceived risk
ISSN: 01664972
Last Modified: 01 Dec 2022 10:47

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