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    e-Banking Adoption: An Opportunity for Customer Value Co-creation

    Autor: 
    Carranza, Rocío (1)
    ;
    Diaz, Estrella
    ;
    Sanchez-Camacho, Carlos (1)
    ;
    Martin-Consuegra, David
    Fecha: 
    14/01/2021
    Palabra clave: 
    customer value co-creation; e-banking; e-services; technology acceptance model; PLS-SEM; JCR; Scopus
    Tipo de Ítem: 
    Articulo Revista Indexada
    URI: 
    https://reunir.unir.net/handle/123456789/11289
    DOI: 
    https://doi.org/10.3389/fpsyg.2020.621248
    Dirección web: 
    https://www.frontiersin.org/articles/10.3389/fpsyg.2020.621248/full
    Open Access
    Resumen:
    The development of information and communication technologies offers innovative opportunities to establish business strategies focused on customer value co-creation. This situation is especially notable in the banking industry. e-Banking activities can support competitive advantages. However, the adoption of e-banking is not yet well-established among consumers. In this sense, the technology acceptance model (TAM) is considered essential in studying consumer behavior applied to adopt a particular technology. According to the TAM model, this study analyses the factors which influence bank customers to adopt e-banking to facilitate their banking services and support the process of value co-creation. Consequently, the authors examine five main aspects of the technology adoption model to provide a broad understanding of bank customers' consumption of e-banking. A partial least squares structural equation modeling (PLS-SEM) analysis is conducted to evaluate proposed relationships between factors and customers' e-banking adoption.
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