Chinese Consumers’ Attitudes and Adoption of Online and Mobile Banking
This chapter examines the market demand for online and mobile banking in China. The results are presented and discussed, based on a consumer survey conducted in six major Chinese cities. Consumer behaviour, attitude, motivation and cultural influences are studied in relation to Chinese adoption of these services. The chapter is organised as follows: it starts with an overview of new distribution channels in the retail banking industry and their effects on consumer behaviour as well as, the development of online and mobile banking in China. Then, a review of the literature on consumer attitude and adoption of electronic banking with a discussion of the factors predetermining attitudes to online and mobile banking; Followed by an examination of the drivers of online and mobile banking in China as well as, Chinese culture influence on Chinese perception of technology-based financial services. Finally, the survey findings are presented, with a discussion of managerial implications incorporated.
KeywordsBanking Service Consumer Attitude Internet Banking Salaried Employee Online Banking
The author would like to thank Xiaoyan Li for her contribution in the main study on ‘Consumers’ attitudes to online and mobile banking in China’.
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