Beyond Trial: Consumer Assimilation of E-Banking

As online consumers become more sophisticated firms are gearing up for a new generation of products and services that go beyond mere transaction execution. Retail banks are overcoming the technological hurdles that will allow them to offer a more comprehensive range of services on a mobile banking platform. These developments are taking service consumption to the “ge” where certain services can be seamlessly integrated into consumer every-day routines without the need for physical location visits. The purpose of this paper is to examine the post-trial or continuance phase of electronic channel use. More specifically, the paper conceptualizes electronic assimilation and examines its antecedents and consequences. Electronic assimilation involves the gradual diffusion of channel utilities across consumer routines and consumption activities (Liang et al, 2007; Purvis, Sambamurthy &2001). Assimilation is an integrative process in which consumers recognize services benefits and match these with their evolving needs and the problems they encounter within their daily lives.