Indian Journal of Science and Technology
Year: 2012, Volume: 5, Issue: 2, Pages: 1-9
Gholamreza Bazgosha1 *, Nadia Eizi2 , Khaled Nawaser3 and Mohammad Mehdi Parhizgar4
1Supreme Audit Court of IRAN- Allameh Tabataba’i University,
2Executive Master of Business Administration (EMBA),
3MBA- Marketing Management- University of Pune [email protected],
*Author For Correspondence
MBA- Marketing Management- University of Pune
The topic of perceived risk and uncertainty helps in facilitating the perception of consumers’ attitude toward marketers. The main aim of this study is to explore the effect of consumers’ perception of risk and uncertainty on the rate of using internet banking as a new service and enhancing knowledge scope in this area. Examined risk and uncertainty includes 13 dimensions of security risk, financial risk, operational risk, psychological risk, time risk, social risk, consequences uncertainty, information uncertainty, knowledge uncertainty, choice uncertainty, brand uncertainty, needs uncertainty, and post purchase uncertainty. Regression analysis and multiple regression techniques have been employed for theory analysis. Statistical tests indicate that risk and uncertainty components have negative significant relationship with the rate of internet banking usage. Multiple regression analysis indicates that of 13 dimensions being explored, four dimensions of uncertainty of choice uncertainty, psychological risk, uncertainty about results and operational risk could fully explain 0.709 of variations in dependent variable of rate of internet banking usage. Meanwhile the selection dimension alone could explain 0.54 of internet banking usage variable.
Keywords: Consumer Behavior, Perceived Risk, Perceived Uncertainty, Internet Banking
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