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Customer Acceptance of Neobanks: What Role Does National Culture Play?

Meijer, K.P. (2021) Customer Acceptance of Neobanks: What Role Does National Culture Play?

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Abstract:Changing economic and regulatory environments following the financial crisis of 2008, along with an increase in customer standards for digital experiences and rapid technological advancements have brought life to a new type of bank that could forever change the banking environment. These new banks are called neobanks — financial institutions with no physical branches that operate independently from traditional banks. Our study examines the customer acceptance of neobanks and whether there are differences across national cultures through a modified technology acceptance model — extended with the construct trust and the Hofstede dimensions. We assess the modified technology acceptance model through partial least squares structural equation modelling. Our findings indicate that the national cultural dimensions do not have a significant effect on the customer acceptance of neobanks. Furthermore, the original two independent constructs of the technology acceptance model, perceived ease of use and perceived usefulness, have a significant positive weak direct effect on the behavioural intention to use a neobank. Additionally, perceived ease of use has a significant positive strong effect on the perceived usefulness and trust. Finally, the theorised trust dimension has a significant positive weak effect on both the perceived usefulness of, and the behavioural intention to use neobanks.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/87910
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