CONSUMERS' RESISTANCE TO USING MOBILE BANKING: EVIDENCE FROM THAILAND AND TAIWAN

10.7903/ijecs.1375

Chian-Son Yu；Wachara Chantatub

Innovation Resistance ； Innovation Service ； Mobile Banking

International Journal of Electronic Commerce Studies

7卷1期（2016 / 06 / 01）

21 - 38

英文

Given that mobile banking is possibly the first commercial mobile service and a prominent example of slow-diffusing innovation, there is a need to investigate what affects people to use mobile banking from the perspective of resistant innovation. Particularly, compared with existing research predominantly adopting the perspective of innovation to investigate what affects people to adopt mobile banking, this study attempts to rectify the deficiency by conducting empirical surveys on two countries based on the theory of consumer innovation resistance. Through analyzing 1,203 Thai and 658 Taiwanese respondents, this study identified that both psychological and functional barriers significantly influenced people's resistance to using mobile banking. By breaking the psychological and functional barriers into five barriers, the generated results show that all barriers except for the traditional barrier significantly influenced the respondents' resistance to using mobile banking. The empirical results also demonstrated that the influence of each of the five barriers is unequal and differs between Thai and Taiwanese respondents. Implication culled from the study are derived to offer valuable clues for academics and practices.

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