The Impact of Cognitive versus Affective Aspects on Consumer Usage of Financial Service Delivery Channels

^a The likelihood ratio test is performed against the log-likelihood of the intercept-only model. In brackets are
degrees of freedom.

^b The BIC criterion is more adequate for comparing models than just per se. The value of the statistic is reported
here for information purposes. it was used for comparison between models.

^c The table presents, by column, the estimated odds ratio, its standard error, the estimated beta coefficient, the
95% confidence interval of the estimated odds ratio and the corresponding p-value.

As hypothesized, usage of remote technology-based channels, such as the debit card
channel, is influenced by cognitive and affective factors. The significant affective factors are
preference for technological interfaces and desire for control (supporting H2 and H3). Higher
usage of the debit card channel reflects higher preference for technological interfaces and
higher desire for control: a customer using a remote self-service system is controlling the
events more than when he expects others to perform the service for him. It is reasonable that
those customers with less affection toward technology-based interfaces will prefer to use a
human-based delivery system. The relevant cognitive factor for explaining usage frequency
of the debit card network is perceived service quality (supporting H7). From the initial set of
hypotheses, enjoyment with technology, perceived communication efforts and perceived risk,
although present for this channel, did not emerged as significant constructs for explaining
usage frequency, therefore H1, H6 and H8 were not confirmed.

Telephone-based channel

Table 3: Ordinal logistic regression of the telephone-based channel’s usage

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