The adoption of virtual banking: an empirical study

Virtual banking is broadly defined in this paper as the provision of bankin g services via means other than traditional physical branches. Currently, v irtual banking exists in the forms of ATM, phone banking, home banking and Internet banking. Understanding people's adoption intention of virtual bank ing can help financial institutions to formulate appropriate marketing stra tegies for new forms of banking. Theory of planned behavior (TPB) and innov ation diffusion were used to study the adoption intention of virtual bankin g in a well-developed international financial city. The study finds that th e relationships were found only partially explained by the TPB. Other resul ts are interesting and useful for the strategic planning of IT in banking. (C) 1999 Elsevier Science Ltd. All rights reserved.