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

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Abstract

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.


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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, InternetLiveStats.com 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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ISBN: 978-81-314-2793-4
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