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



Internet-based channel

Table 4: Ordinal logistic regression of the Internet-based channel usage

VARIABLES

^

OR

^

SE(OR)

^

β

^

95% CI (OR)

p-value

Desire for control

.934

.097

-.068

(.76,1.15)

.512

Enjoyment with technology

1.779

.233

.576

(1.38, 2.3)

.000

Preference for technological
interfaces

1.145

.103

.135

(.96,1.37)

.13

Perceived service quality

.749

.081

-.289

(.6,.93)

.008

Perceived service quality of
technology-based channels

1.136

.099

.128

(.96,1.35)

.142

Perceived service quality of human-
based channel

1.282

.074

.248

(1.14,1.44)

.000

Perceived risk

.945

.087

-.057

(.79,1.13)

.541

~

χ=

Proportional Odds assumption

18.14

p-value = .201

Measures of fit

LRT (df) a

49.41 (7)

p-value

Log-

.000

likelihood

-1693.1

AIC

2.322

AIC*n

3406.13

Number obs.

1467

BIC b

-7236.82

BIC’

1.626

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.

Again, channel frequency usage is determined by cognitive and affective reasons. The
affective factors include enjoyment with technology, preference for dealing with
technological interfaces, and desire for control (supporting H1, H2 and H3). Enjoyment with
technology is only relevant for the explanation of the Internet-based channel usage frequency.
This variable represents the pleasure dimension of technology usage, describing the joy and
excitement one feels emotionally when interacting with technology, which is in line with the
higher technology content (compared to other channels) of this channel.

21



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