Impact of Marketing Communications on Consumer Attitudes towards Internet Banking Adoption by University Students in Zimbabwe - Case of Harare Institute of Technology (HIT)
作者: More Chinakidzwa
刊名: Journal of Business Administration and Education, 2014, Vol.6 (1)
来源数据库: Infinity Press
原始语种摘要: This study focussed on impact of marketing communications on consumer attitudes towards internet banking adoption. Internet banking is a fairly new concept in developing countries such as Zimbabwe. Its usage is still at infancy levels although it brings a multitude of benefits among them is privacy and convenience. The traditional branch based retail banking system is still a predominant method of conducting banking transactions. Online surveys and interviews were used to collect data for this study. A sample of 120 students from HIT and 10 respondents from 5 commercial banks was used. Use of internet banking among students is very low. Most students use mobile money and cash. Marketing communications have been found to have a positive influence on internet banking. However direct...
全文获取路径: Infinity Press  (合作)

  • banking 筑堤
  • HIT Hybrid/Inertial Technology
  • towards 朝向
  • adoption 采纳
  • usage 使用率
  • influential 有影响的
  • retail 零售
  • money 金钱
  • fairly 比较
  • still