The Risk Perceptions of Customers That Internet Banking Users and Non Users: A Case Study on Academic Staff

Osman Demirdögen ； Şükrü Yaprakli ； Mustafa Kemal Yilmaz

《企業管理學報》 79期 (2008/12) Pp. 27-53

並列摘要

Recent technological developments has led to a kind of service distribution called as ”technology based self-service”. This development resulted in reorganization of service firms by giving their services in electronic form (e-service) and by the same token banksa re also started to give their services to their customers electronically. After these improvements, individual Internet Banking in Turkey is becaming widespread and registered customer numbers of internet banking are over 17 billion. 18% of these customer are stil using Internet Banking actively. Customers are usually perceive risk after all transactions whether they give right decisions or not. Risk perception means danger and uncertainty that occured after any purchasing. Risk perception is composed of six sub variables as time risk, finacial risk, performance risk, psychological risk and safety (confidential) risk. It is expected that risk perception is more high when customer buys banking services in electronical form. This study aims at clarifiying to what extend this expectation is valid as well as to determine which services are available on internet, and risk perception level and risk sources by considering customers that using Internet Banking and not using it. 350 academis staffs are included in this study and questionnaires are analized by statistical package programs with frequency distributions, means and variances. It was determined that customers use entirely Internet Banking to learn balance of account, to transfer money, and to pay invoices, credit etc. In this study, It was found out that there was a significant relationship between customers’ income level and risk perceptions. The difference of risk perceptions between customers who use Internet Banking and who do not use Internet Banking were studied and it was seen that risk perceptions of customer who does not use internet about financial risk, psychological risk The Risk Perceptions of Customers That Internet Banking Users and Non Users: A Case Study on Academic Staff 29 and safety risk of were found more meaningful than other customers that use internet banking. Customers who do not prefer internet banking thought that they would be swindled when using this service they are very careful about high risk expectationin the course of money transfer

並列關鍵字

InternetBanking ； RiskPerception ； Erzurum

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