Abstract:

Despite Nuevo León financial institutions’ huge investments in online financial services systems, the consumers’ adoption of online financial services has been slower than anticipated. So far, online financial services research in Nuevo León México is still in its infancy, hence receiving little academic attention. This suggests a need to understand adoption behavior o and to identify the potential factors that may motivate or impede Internet users’ acceptance of online financial services. The research framework of this study is constituted by the extended version of the Technology.

Acceptance Model (TAM2). Other variables, which have been proven academically in influencing consumers’ intentions to use information technology, were added to the conceptual framework. The results strongly support that the extended TAM (TAM2) is a valid model to predict consumers’ intention to use online financial services and to explain the intention difference between adopters and non-adopters. The results also demonstrate that perceived privacy protection, perceived security, and consumer.

Innovativeness not only has a significant, positive relationship with consumers’ intention to use online financial services but also can significantly predict who is more likely to be an online financial service adopter in Nuevo León, México. The research findings may help financial institutions and other interested parties to formulate appropriate marketing strategies and design effective online financial services systems and accelerate the diffusion of online financial services in the future.

Keywords:

Adoption, online financial services, Technology acceptance model.