Adoption of Internet banking among sophisticated consumer segments in an advanced developing country

This descriptive study was conducted to develop an understanding of consumers' attitudes and adoption of Internet banking among sophisticated consumers. Based on a random sample of academicians, demographic, attitudinal, and behavioral characteristics of Internet banking (IB) users and non‐users were examined. The analyses revealed significant differences between the demographic profiles and attitudes of users and non‐users. IB users were further investigated, and three sub‐segments were defined according to a set of bank selection criteria. Finally, based on the similarities between various Web‐based bank services, four homogeneous categories of services were defined.