The Online Banking Behavior of Generation Y

21 Pages Posted: 16 Jan 2015

See all articles by Mahmood Hussain

Mahmood Hussain

San Francisco State University

Clarice Wong

San Francisco State University

Date Written: January 14, 2015

Abstract

This paper constitutes a descriptive study of the online banking and financial behavior of Generation Y consumers based on 110 completed surveys. Topics covered in this study were drivers behind their choice of bank, online banking behavior, and influencers of financial decisions. Research findings suggest that Generation Y does not wade through information overload – instead, they resort to alternatives steps in product selection, such as, relying on a personal recommendation by a trusted influencer. Although generation Y spends much of their time online, survey findings indicate that college students are still learning how to use online banking, relying instead on their parents and the ATM for all their banking needs.

Keywords: Consumer Behavior, Banking Behavior, Generation Y, Millennials, Life Style, Online Banking

Suggested Citation

Hussain, Mahmood and Wong, Clarice, The Online Banking Behavior of Generation Y (January 14, 2015). XIV International Business and Economy Conference Bangkok, Thailand, January 5-8, 2015, Available at SSRN: https://ssrn.com/abstract=2549898 or http://dx.doi.org/10.2139/ssrn.2549898

Mahmood Hussain (Contact Author)

San Francisco State University ( email )

1600 Holloway Avenue
San Francisco, CA 94132
United States

Clarice Wong

San Francisco State University ( email )

1600 Holloway Avenue
San Francisco, CA 94132
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
1,296
Abstract Views
4,610
rank
16,172
PlumX Metrics