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

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.