E-Banking Users’ Profiles in Lebanon Exploration of the Role of Socio-Demographic Factors

Abstract

Referring to the model developed by Rogers [8] on the diffusion of innovations and that of Venkatesh and Morris [9], this article aims to explore and identify the role of the socio-demographic factors in the adoption of e-banking by the clientele of a big commercial bank operating in Lebanon. The analysis and processing of data emanating from the bank through the SPSS software allow us to draw representative profiles of customers based on their socio-demographic criteria. The obtained results are consistent with previous researches and confirmed the impact of age, income, educational level and profession on the adoption of e-banking by the Lebanese consumer. These results provide an in-depth understanding of the role of socio-demographic characteristics in the use of electronic distribution channels and help Lebanese banking institutions better establish strategies for promoting online banking services in the future.