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Tüketicilerin İnternet Bankaciliğini Kullanmama Nedenleri Üzerine Bir Araştirma = A Study on the Reasons of Why the Internet Banking is not Used Widely by Consumers

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Author(s): Resul USTA

Journal: Dogus University Journal
ISSN 1302-6739

Volume: 6;
Issue: 2;
Start page: 279;
Date: 2005;
Original page

Keywords: İnternet | Bankacılık | Tüketici davranışı | Internet | Banking | Consumer behaviour

ABSTRACT
Although the majority of the banks in Turkey offers their products completely or almost free via Internet to consumers, it is a fact that the use of IB is still very low. The data shows that only 20-30 % of the adults using the Internet benefit from IB. This paper aims to explore the reasons why Internet using consumers do not use Internet banking (IB). According to the results obtained from our questionnaire study the most important reason for not using IB is the consumers' "security concerns" about conducting their banking transactions in cyberspace. Chi-square and correlation tests show that the degree of impotance given by the consumers' to the security concerns has nothing to do with demographic variables (except for gender) and Internet using habits (except for the place where the users enter Internet). Banks aiming at having an advantage over their rivals in competition by decreasing the transaction costs, need to take the security, the use , the benefits and the transaction costs of the IB into account when formulating their marketing programs to increase the awareness of consumers.
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