An Empirical Investigation of Frequency of Internet Banking Usage by Australian Consumers

The goal of this study was to investigate the dimensions to consumers' frequency of usage of internet banking in Australian context. Quantitative data were collected using a cross-sectional mall intercept survey in Sydney comprising a sample of 372 internet banking users. The survey comprised of closed response rating questions and exploratory factor analysis was performed for factor clarification on the scales employed. Final factors identified were entered in hierarchical logistic regression analyses to test the proposed framework. The major substantive findings emerged from the study reveal that level of education and level of income within the demographic characteristics were significantly and positively associated to consumers' frequency of internet banking usage. Technology (attraction to usability and attraction to trialability), channel (perceived safety) and value dimensions significantly and positively impact consumers' frequency of internet banking usage. Whereas, demographic characteristics such as age, gender, ethnicity, occupation and social dimensions systematically do not relate to the frequency of internet banking usage.