This paper seeks to identify empirically the factors underlying the decision to adopt online banking in Poland.
The sample used in this study is based on 3,519 interactive questionnaires completed by Polish internet users. The dichotomous decision of whether to adopt internet banking services was linked, via Binomial Logistic Regression, to numerous explanatory variables.
Generally, the behaviour of Polish internet users and that of consumers in more developed countries exhibit similar traits. One of the dominant relationships that has been observed in our study is the link between the decision to open an online account and the perceived level of security of internet transactions. Experience with the medium of internet and certain demographic variables also proved to be robust predictors of the adoption status. Moreover, this inquiry documents that advertising appears to be efficacious and that online banking interacts with consumption of other products offered by banks. These findings imply that financial institutions can encourage customers to use this cost‐effective distribution channel through carefully‐planned actions.
The results presented in this paper can be of assistance to banks that either operate in Poland or intend to design a pan‐European strategy. Useful insights are also provided with regard to market segmentation, security and strategies fostering the acceptance of online banking.
The analysis is based on a large sample and broadens our understanding of the attitudes towards innovative financial products by considering factors rarely discussed in prior literature.
