Exploring the Influence of Price and Convenience on Perceived Usefulness of On-line Banking within the TAM Framework: A Cross National (Canada and Spain) Decision Model

Abstract

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; the results highlight the predictive power and accuracy of the model cross-nationally. In fact, the findings were quite similar in the Canadian and Spanish samples, and stress that ‘Perceived Usefulness’ and ‘Attitude’ are the key drivers of the consumers’ on-line banking acceptance. Conclusions and recommendations for future research are also provided.