Shifting Perceptions and Behaviors: The Impact of Digitalization on Banking Services

The rapid digitalization of banking services has transformed consumer interactions, necessitating a deeper understanding of the factors influencing online banking adoption. This research investigates the factors influencing consumer adoption in a country undergoing rapid digital transformation but still facing gaps in digital skills and infrastructure—Romania. The objective of the study is to analyze how key variables such as ease of use, security, speed, usefulness, and social pressure influence online banking behavior of Romanian consumers, especially the most digitally engaged ones. The study utilizes a multi-method empirical approach, hypothesis testing, binary logistic regression for prediction modeling, and segmentation analysis to offer a comprehensive view of customer behavior. The findings identify essential adoption drivers and separate customer profiles, providing useful information for financial organizations aiming to enhance their digital strategy. Perceived ease of use and perceived security are primary factors influencing adoption; nevertheless, decision tree analysis indicates that speed and usefulness have a more significant impact than logistic regression implies, but social pressure unexpectedly serves as an impediment. These results highlight the necessity for banks to customize their digital services, harmonizing security and user-friendliness with improved efficiency and usefulness to promote broader adoption in emerging digital economies like Romania.