Abstract The forces of economic change, coupled with advancements in technology, prompt banks to rethink their use of traditional branches and begin forming new partnerships to deliver financial services. The Internet seems to be the new delivery channel in the banking sector. Factors such as the security of personal data or the reliability of a financial institution have been identified by previous studies as the determinants of electronic‐banking adoption. In this paper, a series of new factors, such as the difficulties of using the Internet, are shown to play a crucial role in the consumer’s attitude – adoption or rejection – of this new alternative channel. We examine consumer behaviour by modelling multivariate categorical response data using a generalized linear model. Our choice model is based on the assumption that an individual’s decision to use electronic services depends on a number of explanatory variables, and we try to estimate the factors that affect an individual’s decision to use online services.
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