Abstract
Although Self Service Banking Technologies (SSBTs), is known as core services provided by the
banks, however in some developing countries, it is still at the early stage of adoption. For the banks
in these developing countries, encouraging their customer to use the SSBTs is a great challenge.
Thus, there is a critical need to understand the factors that influence customers decision towards
SSBTs. The information about the service is the first stage of the adoption process that will lead
awareness, interest, evaluation, trial and adoption of innovation (Roger 1962). This study aims to
explore the factors that would influence SSBTs adoption at early stage with emphasis on the role of
information valence. Both positive information and negative information are concerned in this
study. A new conceptual model of information valence including positive framing and negative
framing as predictor of SSBTs adoption is proposed. The findings of the study base on information
valence model will contribute to understanding of the role of information factors on SSBTs adoption
and extend the body of information valence literature. Also, understanding the information valence
factor would be useful for bank managers in formulating strategies and more effectively reach the
consumer to encourage increased in adoption rate of SSBTs. Limitation and suggestions for future
research also are highlighted.
Original language | English |
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Title of host publication | Proceedings of the 9th International Academic Conference, Istanbul |
Editors | Jiri Rotschedl, Klara Cermakova |
Place of Publication | Prague, Czech Republic |
Publisher | International Institute of Social and Economic Sciences |
Pages | 126-138 |
Number of pages | 12 |
ISBN (Print) | 978-80-87927-00-7 |
Publication status | Published - 2014 |
Externally published | Yes |
Event | 9th International Academic Conference, Istanbul - Istanbul, Turkey Duration: 13 Apr 2014 → 16 Apr 2014 http://www.iises.net/past-conferences/academic/9th-international-academic-conference-istanbul |
Conference
Conference | 9th International Academic Conference, Istanbul |
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Period | 13/04/14 → 16/04/14 |
Internet address |