More hedonic versus less hedonic consumption behaviour in advanced internet bank services

Finnish internet banking can be considered as one of the most advanced in the world. This paper presents an exploratory analysis of the consumer characteristics in this sector. In the context of internet bank services the paper compares and contrasts two sets of consumers: those who prefer a more experiential view of consumption (more hedonic consumers) with those who believe in a less experiential view of consumption (less hedonic consumers). It was found that important differences exist between these two groups of consumers. Specifically, more hedonically orientated consumers place greater value on almost every proposed service dimension than the less hedonic consumers. These more hedonic consumers tend to be younger people, however, with lower education and income level and thus they do not appear to be an appealing target market for banks. In contrast, less hedonic consumers are found to be a more lucrative target market, even though they prefer basic services that concentrate on the core function of internet banking. The results have profound implications for internet bank services. Banks should focus on an improved functional operation of the services on the internet and cater more to the customers who find it effective and efficient.