Chapter 13 Factors Affecting Internet Banking Preferences and Their Relation to Demographic Characteristics

Internet banking has a very important place in the banking sector. The majority of banks located in Turkey offer many technological services. However, it is also seen that the use of internet banking does not reach the desired levels. The purpose of this study is to determine the factors affecting the internet banking preferences of the bank customers and the relationships between the demographic characteristics of bank customers and internet banking usage in Usak city of Turkey. Data from the questionnaires were analyzed using factor analysis, t-test and ANOVA analysis. As a result, seven factors were found to be effective in the use of internet banking. These are (1) “effect of social circle”; (2) “benefits of internet banking”; (3) “the usefulness of internet banking”; (4) “speed and time savings”; (5) “ease of use and cost”; (6) “the ability to use the internet and the advantages of internet banking”; and (7) “the suitability to life and work style.” In addition, it was determined that there is a significant relationship between the demographic characteristics of bank customers and internet banking usage.