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Paper Information

Title: 

PERSONAL CHARACTERISTICS OF INTERNET BANKING USERS AND NON-USERS IN IRAN (CASE STUDY: SAMAN BANK IN TEHRAN)

Type: POSTER
Author(s): AMIRSHAHI M.A.,PANI B.
 
 
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

The purpose of this research is to describe the personal characteristics of Internet Banking (lB) users and non-users in Iran. Research findings will help bank managers to identify their target markets and utilize the most appropriate promotional tools to attract them. In this survey research, 900 questionnaires were randomly distributed among Bank Saman customers in Tehran. For data analysis, SPSS software was used & data were analyzed using: descriptive statistics, independent samples t-test, and variance analysis. Research findings indicate that IB users, compared to non-users, are younger and more educated. They also have more positive attitude towards changes in technology, and are more informative about internet banking services. Compared to non-users, IB users have higher computer self-efficacy and rely on word-of-mouth more than their personal preferences.

 
Keyword(s): PERSONAL CHARACTERISTICS, INTERNET BANKING, USER AND NON-USER
 
 
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