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H3: Trust in an offline bank positively influences perceived online bank website satisfaction.
F. Offline Trust and Perceived Extent of Use
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| bet | 10/17 | | Sana | 24.03.2017 | | Hajmi | 0.62 Mb. | | #1948 |
H3: Trust in an offline bank positively influences perceived online bank website satisfaction.
F. Offline Trust and Perceived Extent of Use
Extent of use means expected or planned future behavior — the probability that a customer will translate beliefs and attitudes into user-related actions. Different factors can influence extent of use in online transactions, including product perceptions, purchasing experiences, customer service and transaction risk [49].
Online products are perceived through interactions between people and machines, while products in offline transactions are perceived directly. Thus, online transactions highlight customer risk [45], since customers are unable to directly experience products and services. The level of risk that customers perceive in online transactions influences their level of satisfaction with a website. Extent of use depends on the level of satisfaction with several factors about the website. So far, research on extent of use in offline and online transactions has assumed that every extent of use applies only to one channel [8, 103, 106]. However, Ramaswami et al. [88], applying to both offline and online transactions, suggests two factors influence purchase of online financial products: 1) prior clues a consumer gains in the offline channel; and 2) use of the online channel for information search.
Therefore, consumer online behavior is often determined by prior clues in the offline channel, which are translated into the mental model in the online channel [88]. If a customer is satisfied with a product in the offline channel, he or she is more likely to favor that product in an online channel. When a consumer’s experience with an offline vendor is satisfactory, the consumer will trust the offline vendor. Trust in the offline vendor should then transfer into positive attitudes towards the vendor’s online products. Gefen et al. [35] found that trust in an e-commerce vendor leads to intentions to purchase from that vendor. Similarly, trust in the offline bank should positively influence extent of intended use of the bank’s online system.
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H3: Trust in an offline bank positively influences perceived online bank website satisfaction.
F. Offline Trust and Perceived Extent of Use
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