Satisfaction of E-banking Services and Cognition of Risk: An Online Consumer Psychology-based Analysis

摘要

This research investigates the hypothesis that purchasing e-banking services is perceived to be riskier than purchasing traditional banking services. Unlike previous studies on perceived risk that typically focused on the relationship of cognition of risk and information search, this exploratory study examines the dynamics of cognition of risk throughout the various stages of the consumer buying process. A survey of 228 respondents reveals a risk premium for e-banking services that follows a systematic pattern throughout the consumer buying process. When viewed as a dynamic process, cognition of risk for e-banking services shows more radical changes in risk levels than traditional banking services. A major implication of this study is that there is a risk premium for e-banking services and the risk premium permeates in consumer buying process.