Exploring Factors Influencing On Consumer's Adoption Intention To Online Banking Services In Russia

Undoubtedly,we live in a time of global change.The sudden emergence of coronavirus infection has changed people's attitudes towards many previously familiar things,and this in turn has changed the way small companies and large corporations do business.People are looking for ways to be in public places as little as possible.And the solution to that was the widespread introduction and development of Internet technologies,which people can use to remotely purchase products of interest to them or get the necessary service.In our research,we consider the influence of factors on consumers' decision-making to use online banking services in Russia,analyze the level of influence of each particular factor,and,based on the data obtained,provide recommendations.The theoretical part of our research includes: The theory of online banking,the definition of factors affecting online banking,the Theory of reasoned action,the Theory of Planned Behavior,the Theory of consumer behavior,etc.Based on these theories,we put forward research hypotheses,and also built a theoretical model.The theoretical model is a study of the influence of such factors as: Perceived usefulness,Perceived costs,Perceived ease of use and Perceived risk through the median variable Perceived value,as well as directly on the Adoption intention of respondents to use online banking services.The study found that Perceived ease of use and Perceived risk do not influence consumers' decision to use online banking services in Russia.In addition,Perceived ease of use,Perceived Costs,and Perceived usefulness have no effect on Perceived value.The lack of influence of Perceived ease of use on both the Perceived value and Adoption intention is attributed to the fact that the level of banking programs and services,through which access to online banking services is provided,is very high and consumers perceive the ease of using both programs as something natural and self-evident,which in turn does not increase the Perceived value and does not affect the decision to use online banking services.The Perceived value has a positive impact on the Adoption intention to use online banking services,in addition,the path factor is the largest,which tells us about the significance of this factor.Based on the results of our research,we offer the following recommendations:(1)Of all the banking programs and services that provide access to the bank's online services,the greatest attention should be paid to the development of mobile banking applications.(2)Pay attention to the implementation of functions in banking applications in terms of their usefulness to the consumer.(3)Ensure that the use of banking programs remains free of charge.(4)It is necessary to invest money in the development of technologies to ensure the safety of funds and the personal information of customers when using online banking services.