Chinese Consumers’ Attitudes and Adoption of Online and Mobile Banking

  • Sylvie Laforet


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.


Banking 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’.


  1. Akinci, S., Aksoy, S., Atilgan, E. (2004), "Adoption of internet banking among sophisticated consumer segments in an advanced developing country", International Journal of Bank Marketing, Vol. 22 No.3, pp.212-32.CrossRefGoogle Scholar
  2. Barczak, G., Ellen, P.S., Pilling, B.K. (1997), "Developing typologies of consumer motives for use of technologically based banking services", Journal of Business Research, Vol. 38 No.2, pp.131-9.CrossRefGoogle Scholar
  3. Beckett, A., Hewer, P., Howcroft, B. (2002), "An exposition of consumer behaviour in the financial services industry", International Journal of Bank Marketing, Vol. 18 No.1, pp.15-26.CrossRefGoogle Scholar
  4. Bhattacherjee, A. (2002), "Individual trust in online firms: scale development and initial test", Journal of Management and Information Systems, Vol. 19 No.1, pp.211-41.Google Scholar
  5. Chimezie, A., Osigweh, Y., Huo, Y. (1993), "Conceptions of employee responsibility and rights in the US and People's Republic of China", The International Journal of Human Resource Management, Vol. 4 No.1, pp.14-28.CrossRefGoogle Scholar
  6. Daniel, E. (1999), "Provision of electronic banking in the UK and the Republic of Ireland", International Journal of Bank Marketing, Vol. 17 No.2, pp.72-82.CrossRefGoogle Scholar
  7. Gerrard, P., Cunningham, J.B. (2003), "The diffusion of internet banking among Singapore consumers", International Journal of Bank Marketing, Vol. 21 No.1, pp.16-28.CrossRefGoogle Scholar
  8. Heinoken, K. (2007), “Conceptualising online banking services value”, Journal of Financial Services Marketing, Vol. 12, pp.39-52.CrossRefGoogle Scholar
  9. Hofstede, G. (1991), Cultures and Organisation: Software of the Mind, McGraw-Hill, London.Google Scholar
  10. Holmund, M., Kock, S. (1996), "Relationship marketing: the importance of customer-perceived service quality in retail banking", The Service Industry Journal, Vol. 16 No.3, pp. 287-304.CrossRefGoogle Scholar
  11. Howcroft, B., Hamilton, R., Hewer, P. (2002), "Consumer attitude and the usage and adoption of home-based banking in the United Kingdom", International Journal of Bank Marketing, Vol. 20 No.3, pp.111-21.CrossRefGoogle Scholar
  12. Joseph, M., Stone, G. (2003), "An empirical evaluation of US bank customer perceptions of the impact of technology on service delivery in the banking sector", International Journal of Retail & Distribution Management, Vol. 31 No.4, pp.190-202.CrossRefGoogle Scholar
  13. Jun, M., Cai, S. (2001), "The key determinants of internet banking service quality: a content analysis", The International Journal of Bank Marketing, Vol. 19 No.7, pp.276-91.CrossRefGoogle Scholar
  14. Karjaluoto, H., Mattila, M., Pento, T. (2002), "Factors underlying attitude formation towards online banking in Finland", International Journal of Banking Marketing, Vol. 20 No.6, pp.261-72.CrossRefGoogle Scholar
  15. Kapoulas, A., Murphy, W., Ellis, N. (2002), "Say hello, wave goodbye: missed opportunities for electronic relationship marketing within the financial services sector?", International Journal of Bank Marketing, Vol. 20 No.7, pp.302-10.CrossRefGoogle Scholar
  16. Kolodinsky, J.M., Hogarth, J.M., Hilgert, M.A. (2004), "The adoption of electronic banking technologies by US consumers", International Journal of Bank Marketing, Vol. 22 No.4, pp.238-59.CrossRefGoogle Scholar
  17. Lewis, B.R. (1991), "Service quality: an international comparison of bank customers’ expectations and perceptions", Journal of Marketing Management, Vol. 7 pp.47-62.CrossRefGoogle Scholar
  18. Li (2002), People Daily, available at:
  19. Lin, J-C, C., Hsieh, P. (2006), “The role of technology readiness in customers’ perceptions and adoption of self-service technology”, International Journal of Service Industry Management, Vol. 17 Iss. 5, pp. 497-517.CrossRefGoogle Scholar
  20. Lockett, A., Littler, D. (1997), "The adoption of direct banking services", Journal of Marketing Management, Vol. 13 No.8, pp.791-811.CrossRefGoogle Scholar
  21. Lu, M. T., Liu, C. H., Jing, J., Huang, L. (2005), “Internet banking: strategic responses to the accession of WTO by Chinese banks” , Industrial Management & Data Systems, Vol. 105 Iss. 4, pp. 429-42.CrossRefGoogle Scholar
  22. Machauer, A., Morgner, S. (2001), "Segmentation of bank customers by expected benefits and attitudes", International Journal of Bank Marketing, Vol. 19 No.1, pp.6-17.CrossRefGoogle Scholar
  23. Minhas, R., Jacobs, E. (1996), "Benefit segmentation by factor analysis: an improved method of targeting customers for financial services", International Journal of Bank Marketing, Vol. 14 No.3, pp.3-13.CrossRefGoogle Scholar
  24. Mühlbracher, H., Dahringer, L., Leihs, H. (1999), International Marketing: A Global Perspective, International Thomson Business Press, London.Google Scholar
  25. Mukherjee, A., Nath, P. (2003), "A model of trust in online relationship banking", International Journal of Bank Marketing, Vol. 21 No.1, pp.5-15.CrossRefGoogle Scholar
  26. Patricio, L., Fisk, R.P., Cunha, J.F. (2003), "Improving satisfaction with bank service offerings: measuring the contribution of each delivery channel", Managing Service Quality, Vol. 13 No.6, pp.471-82.CrossRefGoogle Scholar
  27. Polatoglu, V.N., Ekin, S. (2001), "An empirical investigation of the Turkish consumers’ acceptance of internet banking services", International Journal of Bank Marketing, Vol. 19 No.4, pp.156-65.CrossRefGoogle Scholar
  28. Rogers, E.M. (1995), Diffusion of Innovation, 4th ed., Free Press, New York, NY.Google Scholar
  29. Sarel, D., Marmorstein, H. (2003), "Marketing online banking services: the voice of the customer", Journal of Financial Services Marketing, Vol. 8 No.2, pp.106-18.CrossRefGoogle Scholar
  30. Sandland, S. (2000), "China to be top online banking market by 2004", Computer world, available at:
  31. Sathye, M. (1999), "Adoption of internet banking by Australian consumers: an empirical investigation", International Journal of Bank Marketing, Vol. 17 No.7, pp.324-34.CrossRefGoogle Scholar
  32. Singh, A.M. (2004), "Trends in South African internet banking", Aslib Proceedings: New Information Perspectives, Vol. 56 No.3, pp.187-96.Google Scholar
  33. Suganthi, Balachandher, Balachandran (2001), “Internet banking patronage: an empirical investigation of Malaysia”, available at:
  34. Suoranta, M., Mattila, M. (2004), "Mobile banking and consumer behaviour: new insights into the diffusion pattern", Journal of Financial Services Marketing, Vol. 8 No.4, pp.354-66.CrossRefGoogle Scholar

Copyright information

© Springer Science+Business Media, LLC 2009

Authors and Affiliations

  • Sylvie Laforet
    • 1
  1. 1.University of SheffieldUK

Personalised recommendations