Ebankingisdefinedastheautomateddelivery\r\nof new and traditional banking products and services\r\ndirectly to customers through electronic, interactive\r\ncommunication channels. ââ?¬Å?Pure onlineââ?¬Â banks are\r\ncharacterized by the absence of physical windows and\r\nfrontoffice personnel. Traditional banks are still\r\nintegrating traditional distribution channels with online\r\nones;thescenarioisthereforestillevolvingovertime.\r\nDespitetheintrinsicpotentialities,Italyisfarfrombeing\r\naleaderintheusageofinnovativeonlineinstrumentsin\r\nthe banking system and will struggle with new\r\ninnovationwaves.\r\nIn this paper, we measure the potential effective e\r\nbanking usage. Furthermore, we investigate the\r\nbehaviour of users and adopters, identifying the major\r\ncausesinfluencingsatisfactionandusageandtheimpact\r\nof these different causes on the intensity of utilization.\r\nThe analysis is based on a panel of 495 real users, thus\r\nallowing the profiling of the Italian adopter to discover\r\nthecausesofusageandoutlinestrategiesforthegrowth\r\nofebankingservicesinItaly.
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