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Consumer Trust in Internet Banking - A conceptual model

International Journal of Management Prudence

Volume 1 Issue 2

Published: 2010
Author(s) Name: C. Prema, J. Clement Sudhahar
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Internet banking success is determined in part by whether consumers trust the banks and electronic systems. Consumer trust plays a vital role in the development of long- term relationships between an organisation and its customers. This paper develops a theoretical model for investigating the six main antecedent influences on consumer trust in Internet banking which is a major form of business-toconsumer e-commerce. Ability, Benevolence and Integrity related to trustworthiness of the bank offering internet banking, Structural assurances, Consumer disposition to trust and Perceived security, are predicted as the antecedent variables to Consumer Trust in Internet banking. The study proposes, and concludes, that a higher consumer perception of bank’s ability, benevolence, integrity, structural assurances, disposition to trust and perceived security is positively related to a higher level of consumer trust in internet banking. Key words : Consumer Trust in internet banking ,trust, Internet banking.

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