Video Banking Adoption and Challenges: A Focus on the Austrian Market
Sprache des Vortragstitels:
Englisch
Original Tagungtitel:
International Conference on Human-Computer Interaction
Sprache des Tagungstitel:
Englisch
Original Kurzfassung:
This study addresses the underexplored area of video banking in the Austrian market, aiming to understand its current status, potential, and challenges. By developing a theoretical model based on UTAUT 2 and TAM 3, we conducted a quantitative survey with 1,119 participants. The findings reveal that video banking adoption in Austria is low, with only 7% having used the service, despite 40% indicating a potential willingness to use it if actively offered by their banks. Satisfaction among current users is high at around 80%, suggesting positive experiences for those who engage with the service. Concerns about data protection or technology play only a minor role, these disadvantages mentioned in the literature thus seem to be less pronounced than others. The frequently cited trust in well-known Austrian banks appears to mitigate many of these concerns. The explanation for the low usage seems to lie much more in the lack of active promotion than in the lack of acceptance. Two-thirds of respondents were unsure if their bank offered video banking services, even though such services were widely available among the institutions examined. Also, age does not have the moderating effect as it does in other studies. Our research contributes to the existing literature by highlighting the unique characteristics of the Austrian banking sector and providing empirical data on customer attitudes towards video banking.
Forschungs-