AUTHOR=Carranza Rocío , Díaz Estrella , Sánchez-Camacho Carlos , Martín-Consuegra David TITLE=e-Banking Adoption: An Opportunity for Customer Value Co-creation JOURNAL=Frontiers in Psychology VOLUME=11 YEAR=2021 URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2020.621248 DOI=10.3389/fpsyg.2020.621248 ISSN=1664-1078 ABSTRACT=

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.