The University of Southampton
University of Southampton Institutional Repository

Consumers' attitudes towards social media banking

Majekodunmi, Dola and Harris, Lisa (2016) Consumers' attitudes towards social media banking In I3E 2016: Social Media: The Good, the Bad, and the Ugly. vol. 9844, , pp. 717-727.

Record type: Conference or Workshop Item (Paper)

Abstract

“Social media banking” refers to the use of social media as a form of delivery channel for banking services. This research examines the attitudes and preferences for social media banking among users with emphasis on University of Southampton students. The purpose of the study was to examine the use of social media banking by students using the framework of Rogers Diffusion of Innovation theory and to gain an understanding of the factors which influence the adoption and usage of social media banking. A survey method was used to collect data from a sample of students at the University of Southampton. Data was analysed using an appropriate software which assessed factors that influence the attitude of students to social media banking. These factors were relative advantage, compatibility, complexity, trialability and observability. Descriptive, correlation and multiple regression analysis were used to analyse data. The findings show that three attributes of the diffusion of innovation namely relative advantage, compatibility and trialability were statistically significant in the attitude towards social media banking.

PDF Consumer Attitudes Towards Social Media Banking - Version of Record
Restricted to Repository staff only
Download (863kB)

More information

Accepted/In Press date: 30 April 2016
e-pub ahead of print date: 23 August 2016
Venue - Dates: 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016: Social Media:The Good, the Bad and the Ugly, United Kingdom, 2016-09-13 - 2016-09-15
Keywords: Innovation, Diffusion, Social media banking, Attitudes, Innovation adoption, Innovation attributes
Organisations: Electronics & Computer Science, Digital and Data Driven Marketing, Southampton Business School

Identifiers

Local EPrints ID: 407654
URI: http://eprints.soton.ac.uk/id/eprint/407654
PURE UUID: f45bf99e-536d-4ac6-9cdf-6315d62a50b4

Catalogue record

Date deposited: 16 Apr 2017 17:09
Last modified: 10 Nov 2017 04:35

Export record

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×