Acceso usuarios
Pedro Cruz, Pablo Antonio Muñoz Gallego
We know from the literature and from experience that consumers combine utilitarian perceptions, emotions, non-logic and symbolic features to produce attitudes, affective states and ultimately, behaviour. This reasoning is valid for the Internet as well. In this work we take a hybrid approach, using several models (Technology Acceptance Model, Flow Model and Personalization Concepts) from the fields of Marketing, Psychology and Information Systems, in order to give a wider description of the eBank consumer behaviour. Flow is proposed as a possible metric of the consumer experience online, and the estimated model shows that this construct is a major determinant of satisfaction (measured as a cognitive state), positive affects and exploratory behaviour (measured as research behaviour regarding unplanned information and unplanned contracts), even in a goal-directed activity like banking. The adaptive personalization has shown to be a relevant determinant of the flow state. A specific scale has been developed and applied to an online survey at a major Portuguese online bank. Seven hundred and fifty-four valid observations have been collected and the estimated structural equation model affords an integrated perspective of perceptions and provides relevant information for cluster procedures.
