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Consumer resistance to internet banking services: implications for the innovation resistance theory

Author

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  • Faten Baklouti

    (University of Sousse)

  • Fayçal Boukamcha

    (University of Sousse)

Abstract

This research is an extension of the innovation resistance theory (IRT). On the basis of the literature review, IRT highlights a set of functional and psychological factors that have direct and simple effects on resistance to internet banking services. Nevertheless, a set of moderating factors, such as gender, were not included in the theory and may challenge the internet banking barriers. Hence, studies on resistance to internet banking in North African countries are scant. Further research on this topic, taking into account the moderating role of gender, may narrow the research gap and provide more insight to the current body of knowledge. In this respect, a quantitative study was conducted face to face on a sample of 250 banking customers. A structural equation modeling method was used to assess the developed research model. The findings keep a set of barriers and reject other barriers that lead to resistance to internet banking. Moreover, the findings show that, regarding some relationships, gender differences play a regulating role in the adoption versus rejection of the internet banking services.

Suggested Citation

  • Faten Baklouti & Fayçal Boukamcha, 2024. "Consumer resistance to internet banking services: implications for the innovation resistance theory," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 364-376, June.
    • Handle: RePEc:pal:jofsma:v:29:y:2024:i:2:d:10.1057_s41264-023-00210-2
    DOI: 10.1057/s41264-023-00210-2
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    References listed on IDEAS

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