Consumer perception towards online banking: A research on Norwegian consumers

It has been proved that technology has moved its way more and more into our lives. Therefore, technology acceptance has become of great importance for businesses in all industries. In particular, online banking acceptance has increased interest for the last couple of decades (Davis, 1989; Yousufzai et al., 2010; Nor et al., 2008; Sathye, 1999). Consumer behaviour of online banking has been widely researched, however there were little to no research found on studies done in Scandinavia, and Norway in particular. This study will hopefully add to the already existing literature that has been done in the field of consumer acceptance in regard to online banking. This study used the basic factors of the technology acceptance model (TAM), which is “perceived usefulness” and “perceived ease of use”. Additionally, this study added the factors of “subjective norm”, “trust” and the factor of “perceived risk”. Furthermore, this study conducted a sequential exploratory mixed methods research design in answering the research questions. Semi-structured conversations and an online questionnaire were conducted in gathering data from consumers. The data was analysed using correlation and regression analysis in SPSS. Results showed that Norwegian consumers perceive online banking as good, mainly due to its advantages over traditional banking. Furthermore, results also revealed that the factors of “perceived usefulness”, “perceived ease of use”, “subjective norm”, “trust” and “perceived risk” all are significant in influencing consumers intention to use online banking in Norway