Identification of adopter categories for online banking in Turkey

OpenAlex İngilizce

This article reports the results of an investigation of demographic and lifestyle characteristics of adopters of online banking services in Turkey by using the Bass diffusion model. The results of multinominal logistic regression analysis suggest that there are significant differences both in demographic characteristics, such as age and gender, and psychographic characteristics, such as leadership, non-traditionalism, innovativeness, and practicality among the different adopter categories. Thus, new variables such as gender and lifestyle, which have not been investigated in the literature, could be introduced as segmentation variables to develop more effective marketing strategies tailored to each adopter category in online banking services.