Objectives
Nowadays, the internet is a powerful mean to complement the traditional marketing channels used by banks. Based on the Technology Acceptance Model this paper explores the importance of two external latent variables -'Price' and 'Convenience'- as antecedents of 'Perceived Usefulness' and consumer acceptance of on line banking in a Canadian and Spanish environment
Data/Method
This research uses Structural Equation Modeling for testing hypotheses in both countries, Canada and Spain
Results
The results highligt the predictive power and the accuracy of the model cross-nationally. In fact the findings were quite similar in both samples and stress that 'Perceived Usefulness' and 'Attitude Towards Using'are the key drivers of the consumers' on line banking acceptance. Conclusions and recommendations for futures research are also provided.