The IUP Journal of Management Research
Online Channel Adoption Intent of Customers for Financial Products

Article Details
Pub. Date : Oct, 2019
Product Name : The IUP Journal of Management Research
Product Type : Article
Product Code : IJMR11910
Author Name : V Uma Maheswari and Uma Chandrasekaran
Availability : YES
Subject/Domain : Management
Download Format : PDF Format
No. of Pages : 29



The purpose of the study is to develop a comprehensive model on consumers’ acceptance of online channel for financial products by integrating variables from existing models and by adding relevant new variables. A survey was conducted to collect data from respondents in India, aged 25 years and above, employed/ self-employed, who have bought at least one financial product online and have at least one insurance product online or offline. The conceptual model was tested through PLS-SEM, and it was inferred from the analysis that the marketers can play a robust role in making the online channel complementary to the offline channel by maintaining the website quality through information and system quality, which in turn will have a favorable influence over behavioral intention towards online channel via the consumers’ perceived usefulness, perceived ease of use and perceived benefits.


Forrester Research 2012 forecasted that ecommerce in India is pushing past its nascent stage and promises high growth potential with revenues jumping from $1.6 bn in 2012 to $8.8 bn in 2016; an increase by more than five times. Further, estimated that as of July 2016, 34.8% of the Indian population was using the internet and India ranked 126th in terms of internet users among other countries.


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