The adoption of virtual banking: an empirical study

摘要

Virtual banking is broadly defined in this paper as the provision of banking services via means other than traditional physical branches. Currently, virtual banking exists in the forms of ATM, phone banking, home banking and Internet banking. Understanding people’s adoption intention of virtual banking can help financial institutions to formulate appropriate marketing strategies for new forms of banking. Theory of planned behavior (TPB) and innovation diffusion were used to study the adoption intention of virtual banking in a well-developed international financial city. The study finds that the relationships were found only partially explained by the TPB. Other results are interesting and useful for the strategic planning of IT in banking.