Resistance to Internet Banking Adoption in Tunisia: A Grounded Theory Approach

Resistance to Internet Banking Adoption in Tunisia: A Grounded Theory Approach

Wafa M'Sallem (Department of Management, IHEC, University of Sousse, Sousse, Tunisia) and Mohamed Nabil Mzoughi (Marketing Department, College of Business Administration, King Saud University, Saudi Arabia)
Copyright: © 2014 |Pages: 12
DOI: 10.4018/ijthi.2014070103

Abstract

Adoption of online banking has been studied in detail with respect to theories of consumer behavior, yet the adoption of Internet banking still provides an attractive area of research. A new wave of research supports the importance of understanding consumer behavior within the perspective of resistance, and attempts to address the theoretical knowledge gap between technology acceptance and adoption. In this respect, this research examines the factors that inhibit people to adopt and use Internet banking as a complementary financial service. An abductive investigation based on the grounded theory methods has been used. Findings suggest that the important factors which slow the adoption of Internet banking were the lack of information about the service, and the satisfaction with the existing alternative that individuals are currently using (bricks-and mortar, ATMs, and mobile banking). Other influential factors are highlighted. Implications for academicians and practitioners are discussed.
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Consumer Resistance To Internet Banking: Literature Review

The rich potential of Internet banking as a research area has attracted several academics over the last decade. “Resistance is seen as an active behavior which may occur in every adoption process but does not necessarily result in non-adoption i.e. rejection” (Kuisma et al., 2007, p. 76). The authors have argued that since the perception of innovation differs from one person to another, their behavior as a result may be different: adoption or rejection (Kuisma et al., 2007). Below, the main theoretical models adopted in the literature regarding online banking have been highlighted. This review of the literature identifies the main approaches to the investigation of consumer behavior towards this virtual channel.

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