Date of this Version


Document Type

Journal Article

Publication Details

Submitted Version.

Maenpaa, K., Kale, S.H., Kuusela, H. & Mesiranta, N. (2008). Consumer perceptions of Internet banking in Finland: The moderating role of familiarity. Journal of retailing and consumer services, 15(4), 266-276.

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2008 HERDC submission. FoR Code: 1504

© Copyright Elsevier Ltd., 2007


Previous research on Internet banking (IB) has mostly been confined to the adoption of online banking services. Now that IB has millions of active users worldwide, it is time to shift the research focus to the perceptions and experiences of IB users. This article examines the moderating role of familiarity, i.e. the amount of accumulated IB experience, in consumer perceptions of IB. A survey of 300 active users of IB in Finland revealed that level of IB familiarity impacted four out of seven service dimensions explored in the research. These findings may provide useful guidelines for developing Internet bank services and for marketing Internet banking.

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This document has been peer reviewed.


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