Effects of demographic factors on bank customers' attitudes and intention toward Internet banking adoption in a major developing African country

Onyia, Okey Peter and Tagg, Stephen K (2011) Effects of demographic factors on bank customers' attitudes and intention toward Internet banking adoption in a major developing African country. Journal of Financial Services Marketing, 16 (3/4). pp. 294-315. ISSN 1363-0539 (In Press)

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Abstract

This study provides an African perspective to the global research and literature on retail customer adoption of Internet banking (IB). It empirically examines the influence of seven demographic variables – age, gender, level of education, marital status, employment status, income level and area of residence – on retail banking customers' behaviours toward IB adoption in a major developing African country – Nigeria. A sample of 500 customers was surveyed, and ANOVA and multiple regression analyses were used in testing the association of the variables with customer attitude and intention toward IB adoption. Although all seven variables were correlated with attitude and intention, only gender, level of education, and employment status showed significant ability to influence Nigerian customers' attitude and intention toward IB adoption. The study therefore concludes that gender, level of education, and employment status are the major demographic affecters of Nigerian banking customers' attitudes to IB adoption.