Mobile banking represents a great breakthrough in electronic banking. However due to several factors, costumers are not still completely confident in its use. In this study we contribute to the research on electronic banking adoption, in particular mobile banking acceptance, and we improve our...

Purpose This study proposes a hierarchic segmentation that develops a tree-based classification model and classifies the cases into groups. This allows for the definition of e-commerce user profiles for each of the groups. Additionally, it facilitates the development of actions to improve the...