e-banking culture: A comparison of EU 27 countries and Portuguese case in the EU 27 retail banking context

• We model Portuguese citizens׳ pattern on home banking, concerning risk.
• Females are majority risk citizens and disagree to Insurance Services Internet.
• We identified relevant factors to predict user׳s home banking service.

The aim of this research is two-fold. Firstly we conducted a wise comparative analysis of EU 27 countries and secondly we identified distinct e-banking user segments of Portuguese citizens. We used a questionnaire for data collection (n=2358) and Latent Class Models (LCM) for data analysis. LCM revealed three segments in EU 27 (Portugal is in the poorest cluster, concerning the indicators used, with Greece, Spain and Cyprus) and two e-banking user segments in Portuguese citizens: Those who do not risk (49%), and Those who risk (51%). Our findings enable e-banking managers for taking appropriate strategic decisions.