“Banking is no longer somewhere you go but something you do”

: En kvantitativ studie om acceptans av finansiell rådgivning via onlinemöte

Abstract

The ongoing changes in today's banking market is taking place gradually, a new form of bank branches with digitization are established while the physical bank branch shuts down. Digitalization has led to banks developed a new financial advisory service, online meeting, which means that banks can provide their banking clients with financial advice at any location. Technology acceptance model and institutional theory are widely researched and debated research fields but have a research gap within the context of financial advice through online meeting. Previous research has identified that corporate image, perceived security and website quality has an impact on banking customers' trust, but trust is emphasizing as important for acceptance of online banking services.

The purpose is to create an understanding of the banking customer’s acceptance of online meeting. The study has a positivistic and deductive approach, applied by hypothesis tests. A quantitative method characterizes the study and were conducted using an internet survey. The result of the study is based on 118 respondents.

The results indicate that banking customers emphasize trust as important for the acceptance of online meetings. Trust declared a mediating role because perceived security and corporate image can regulate banking customer trust to online meetings. Trust has a mediating role because perceived security and corporate image couldn’t show a significant effect on the acceptance of online meeting.

The study is limited to have researched only respondents who had completed a traditional financial advice session through a bank branch.

The study contributes with value to the banks, because it can be demonstrated that these factors are important to take into account with the establishment of online meeting.