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Consumer resistance to internet banking: postponers, opponents and

rejectors
http://www.emeraldinsight.com/doi/abs/10.1108/02652320810902451
Author(s):
Pekka Laukkanen (Department of Business and Management, University of Kuopio, Kuopio, Finland)
Suvi Sinkkonen (Department of Business and Management, University of Kuopio, Kuopio, Finland)
Tommi Laukkanen (Department of Business and Management, University of Kuopio, Kuopio, Finland)
Citation:
Pekka Laukkanen, Suvi Sinkkonen, Tommi Laukkanen, (2008) "Consumer resistance to internet banking:
postponers, opponents and rejectors", International Journal of Bank Marketing, Vol. 26 Iss: 6, pp.440 - 455
DOI
http://dx.doi.org/10.1108/02652320810902451
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Abstract:
Purpose
The purpose of this paper is to further the understanding of innovation resistance by dividing internet
banking nonadopters into three groups based on their intentions to use the innovation. Thereafter, the aim
is to identify how the resistance differs in these customer groups.
Design/methodology/approach
This study identifies three groups of internet banking nonadopters, namely postponers, opponents and
rejectors. The data were collected by conducting an extensive postal survey among the retail banking
customers in Finland who had not adopted internet banking. The measurement development was based on
consumer resistance theory and the earlier literature on internet banking. Principal component analysis was
used to classify the resistance items into five adoption barriers derived from the earlier literature. Thereafter,
analysis of variance was used to analyse the statistical differences in resistance to internet banking between
the three groups.
Findings
Significant differences were identified between the groups explored. The resistance of the rejectors is
much more intense and diverse than that of the opponents, while the postponers show only slight
resistance. The results also indicate that psychological barriers are even higher determinants of resistance
than usage and value, which are constructs related to easeofuse and usefulness determining acceptance
in the traditional technology acceptance model. Moreover, the findings highlight the role of selfefficacy in
bank customers' risk perceptions to internet banking.
Originality/value
This study provides further understanding of what inhibits internet banking adoption by comparing three
nonadopter groups with respect to their resistance to internet banking. It also has implications for
management in overcoming nonadopters' resistance to the innovation.
Keywords:
Consumer behaviour, Virtual banking, Internet
Type:
Research paper

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