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. 2021 Jan 14:11:621248.
doi: 10.3389/fpsyg.2020.621248. eCollection 2020.

e-Banking Adoption: An Opportunity for Customer Value Co-creation

Rocío Carranza  1   2 , Estrella Díaz  1 , Carlos Sánchez-Camacho  2 , David Martín-Consuegra  1
Affiliations

e-Banking Adoption: An Opportunity for Customer Value Co-creation

Rocío Carranza et al. Front Psychol. .

Abstract

The development of information and communication technologies offers innovative opportunities to establish business strategies focused on customer value co-creation. This situation is especially notable in the banking industry. e-Banking activities can support competitive advantages. However, the adoption of e-banking is not yet well-established among consumers. In this sense, the technology acceptance model (TAM) is considered essential in studying consumer behavior applied to adopt a particular technology. According to the TAM model, this study analyses the factors which influence bank customers to adopt e-banking to facilitate their banking services and support the process of value co-creation. Consequently, the authors examine five main aspects of the technology adoption model to provide a broad understanding of bank customers' consumption of e-banking. A partial least squares structural equation modeling (PLS-SEM) analysis is conducted to evaluate proposed relationships between factors and customers' e-banking adoption.

Keywords: PLS-SEM; customer value co-creation; e-banking; e-services; technology acceptance model.

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Conflict of interest statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Figures

FIGURE 1
FIGURE 1
Model proposed on the e-banking usage with PLS-SEM.
FIGURE 2
FIGURE 2
Importance-performance map analysis (IPMA) for e-banking usage.
See this image and copyright information in PMC

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