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This paper examines Internet banking attitudes associated with demographics and motivations for Internet banking subscribers to access their online banking sites. To find out the relationships among demographics, motivation, and attitude, I conducted ANOVA and regression analysis using survey data. The results of the paper found that age group and experience were significant demographic variable impacting motivation of economic benefits and users with much experience. Male users had stronger motivation of entertainment and getting better information than female users. Users with longer experience and frequent visitors had positive attitude on financial products. All motivation factors had influences on attitudes on both of financial products and Internet banking. This study suggests the features of Internet banking attitudes and motivations by demographics, from which we can figure out how to motivate Internet banking users for them not only to actively access their online banks rather than visit banks in person but also to have positive attitudes on their banks and Internet banking.

Internet Banking Attitudes in Association with Demographics and Motivations