8/20/2019 Consumer Resistance to Internet Banking
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Consumer resistance to internet banking: postponers, opponents
and
rejectors
http://www.emeraldinsight.com/doi/abs/10.1108/0262!20810"02#1
$uthor%s&:'ekka (aukkanen %)epartment o* +usiness
and anagement, -niersit o* uopio, uopio, inland&ui
inkkonen %)epartment o* +usiness and anagement, -niersit o*
uopio, uopio, inland&3ommi (aukkanen %)epartment o*
+usiness and anagement, -niersit o* uopio, uopio, inland&
Citation:'ekka (aukkanen, ui inkkonen, 3ommi (aukkanen,
%2008& 4Consumer resistance to internet banking:postponers,
opponents and rejectors4, 5nternational ournal o* +ank arketing,
7ol. 26 5ss: 6, pp.##0 #
)95http://d.doi.org/10.1108/0262!20810"02#1
)ownloads:3he *ulltet o* this document has been downloaded #0#
times since 2008
$bstract:
Purpose ; 3he purpose o* this paper is to *urther the
understanding o* innoation resistance b diiding internetbanking
non‐adopters into three groups based on their intentions to use the
innoation. 3herea*ter, the aimis to identi* how the resistance
di**ers in these customer groups.
Design/methodology/approach ; 3his stud identi*ies three
groups o* internet banking non‐adopters, namel postponers,
opponents and
rejectors. 3he data were collected b conducting an etensie
postal sure among the retail bankingcustomers in inland who had not
adopted internet banking. 3he measurement deelopment was based
onconsumer resistance theor and the earlier literature on internet
banking. 'rincipal component analsis wasused to classi* the
resistance items into *ie adoption barriers deried *rom the earlier
literature. 3herea*ter,analsis o* ariance was used to analse the
statistical di**erences in resistance to internet banking
betweenthe three groups.
Findings ; igni*icant di**erences were identi*ied between
the groups eplored. 3he resistance o* the rejectors ismuch more
intense and dierse than that o* the opponents, while the postponers
show onl slightresistance. 3he results also indicate that
pschological barriers are een higher determinants o* resistancethan
usage and alue, which are constructs related to ease‐o* ‐use
and use*ulness determining acceptancein the traditional technolog
acceptance model. oreoer, the *indings highlight the role o*
sel* ‐e**icac inbank customers< risk perceptions to
internet banking.
Originality/value ; 3his stud proides *urther understanding
o* what inhibits internet banking adoption b comparing
threenon‐adopter groups with respect to their resistance to
internet banking. 5t also has implications *or
management in oercoming non‐adopters< resistance to the
innoation.
ewords:Consumer behaiour , 7irtual banking,
5nternet
3pe:=esearch paper
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