Consumers’ attitudes towards online and mobile banking in China

TLDR

Chinese electronic banking is growing rapidly and could become a world‑scale internet economy, warranting closer examination. This study investigates the market status of online and mobile banking in China, offering new insights into an area previously unexamined. The authors surveyed users from six major Chinese cities, analyzing their demographics, attitudes, and behaviors toward online and mobile banking. Chinese online and mobile bank users are predominantly male, not necessarily young or highly educated, and security is the primary motivator, while perceived risks, lack of technical skills, traditional cash‑carry culture, and limited awareness of mobile benefits are key barriers, and the findings highlight distinct differences from Western users that suggest tailored marketing strategies.

Abstract

Purpose The aim of this study is to investigate the market status for online/mobile banking in China. With the recent and forecasted high growth of Chinese electronic banking, it has the potential to develop into a world‐scale internet economy and requires examination. Design/methodology/approach The demographic, attitudinal and behavioural characteristics of online and mobile bank users were examined. Respondents from six major Chinese cities participated in the consumer survey. Findings The results showed Chinese online and mobile bank users were predominantly males, not necessarily young and highly educated, in contrast with the electronic bank users in the West. The issue of security was found to be the most important factor that motivated Chinese consumer adoption of online banking. Main barriers to online banking were the perception of risks, computer and technological skills and Chinese traditional cash‐carry banking culture. The barriers to mobile banking adoption were lack of awareness and understanding of the benefits provided by mobile banking. Originality/value This study offers an insight into online/mobile banking in China, which has not previously been investigated. Distinct differences and common trends between Chinese and other countries were observed with clear indication of marketing strategy to be deployed by the service providers.