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



Bank interactions through the telephone-based access lie somewhere in the middle, with
moderate personal interaction (when the contact occurs through an human operator) mediated
by a technological device.

Alternatively, Dabholkar (1994) developed a classification scheme for services using
two dimensions: “who delivers and where is the service delivered?”. According to this
scheme, one could think of branch interactions as person-to-person contacts at the service
site, of ATM interactions as person-to-technology contacts at the service site (which
nowadays corresponds to a multitude of locations), of phone interactions as person-to-person
or person-to-technology contacts (depending on the answering system) at customer’s
home/work, and of Internet interactions as person-to-technology contacts at customer’s
home/work. As such, the technology-based delivery channels for the banking industry that
are discussed in the paper correspond to remote interactions mediated by technology, that is,
interactions between a bank and its customers occurring through the ATM network, the
telephone-based and the Internet-based access. The branch interactions are also covered.
Although there are four channels presented, the research and its results are to be analyzed on
a channel basis.

As the main purpose of the research is to understand the determinants of consumers’
usage decisions concerning the frequency with which technology-based delivery channels are
used, two streams of research are combined: consumers’ adoption of innovations and
individual consumption behavior.

Traditionally, consumers’ adoption of innovations is explained with cognitive,
rational reasoning (
thinking). Cognitive determinants of adoption behavior are based on
beliefs about the attributes of a product/object or about the consequences of a behavior. In
this study, a model is proposed and tested that considers not only cognitive, but also affective
(
feeling), emotional factors to explain consumers’ adoption of innovations. Affective
determinants of adoption behavior are based on the positive/negative feelings that interaction
with an object, or that a behavior, provoke. Additionally, individual consumption has been
found to be determined not only by utilitarian reasons, but also by an experiential perspective
(McGregor, 1974; Holbrook and Hirschman, 1982), in which pursuit of fun and enjoyment
directs customers’ behavior. So, a further objective is to find out if the experiential
perspective can be extended to the use of technology-based delivery channels.

The target behavior of the study is the usage frequency with which a delivery channel
is adopted for interaction with the firm. It is assumed that the usage frequency decision will
reflect the willingness to use a particular channel. Customers were questioned about the main



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