Acceso usuarios
Endy Gunanto Marsasi
, Albari Albari, Muchsin Muthohar
Purpose: This study aims to determine consumers' motivations for using banking and their characteristics as users of banking products and gender.
Theoretical Framework: The conceptual framework for this study was formulated through a comprehensive review of the existing literature. This research shows that trust and ideal self-concept have an impact on consumer motivation. Furthermore, gender and banking product category moderate this relationship.
Design/Methodology/Approach: This study used a quantitative approach. Purposive sampling was used and tested using structural equation modeling on 295 respondents.
Findings: This study shows that utilitarian motivation as a core variable influences ideal self-concept and trust. Thus, the intention to adopt banking products is influenced by the independent variables. In addition, this study found a correlation between multigroup analysis and consumer characteristics, including gender and savings type.
Research, Practical & Social implications: The results of this study indicate that subjective well-being negatively affects the intention to use banking products. Thus, further research is expected to use multigroup, single-double consumers for banking products. Companies should use the extensive data systems available and collaborate by interacting directly with consumers regarding what they need and complain about. These answers from consumers can be used by companies to improve their motivation and well-being.
Originality/Value: This study tested multiple groups to identify gender differences and the type of banking products consumers use as control variables.
