An investigation into the factors influencing consumer behaviour in the online banking industry : a case study of First National Bank Consumers.
Advances in technology have changed the way business is conducted. In particular, the advent of internet/online banking in the financial sector, has revolutionised the banking industry. Despite the introduction of online banking in the 90's, the number of consumers converting to the offering has progressed slowly. There are numerous reasons for this, one of them being lack of infrastructure, high Internet costs and more importantly the mindset of the customer. Banks are competing on the basis of technology and service offering to win a sizeable share of the online market. However very little is known about the factors influencing consumer behaviour in the South African online banking market. This study aims to investigate the psychological and cultural factors influencing consumer behaviour in the online banking sector. It will also investigate the process of decision making that result in consumer behaviour outcomes in the online banking sector.