Effect of Online Banking Usage Factors on Reuse Intention: Comparison in Terms of Educational Background

Abstract

The aim of this study was to determine the effect of bank customers’ views of the use of online bankingservices on their intention to use them again. The study also investigated whether educational backgroundaffected bank customers’ views of online banking and reuse intention. The research sample consisted of 780bank customers in the city of Kastamonu. Data were collected using a survey. First, the construct validityand reliability of the scales were tested. Data were analyzed using structural equation modeling. Resultsshowed that reuse intention was positively affected by online banking prevalence and negatively affectedby concerns about online banking security. According to discriminant analysis, the benefits and prevalenceof online banking services were significantly different in participants with a master’s degree, risks of usingonline banking services were significantly different in those with a primary school degree, and reuseintention was significantly different in those with a bachelor’s degree.