Abstract
PurposeThe present paper aims to understand the influence of consumer's functional, psychological and emotional barriers to the use of digital banking services.Design/methodology/approachThe authors carried out a quantitative study in which data were collected through a self-administered online questionnaire. A final sample of 202 Brazilian adults, with and without experience in using digital banking services, enabled the test of research hypotheses by means of a structural equation modeling approach.FindingsThe authors found statistical evidence that supports the hypothesis that psychological barriers, emotional barriers and user experience positively influence the resistance to the use of digital banking services. However, there is no empirical evidence supporting that the influence of functional barriers affects the resistance to the use of digital banking services.Practical implicationsEfforts to understand the mechanisms that lead consumers to adopt or reject innovative products or services are important to prevent investments in these innovations, avoiding revenue failures. The results provide managerial implications by favoring the creation of communication programs capable of reducing the possibilities of innovation failure.Originality/valueThe main theoretical contribution of this work is the identification of the predominant influence of emotional barriers, in comparison to functional barriers, on the resistance to innovation in digital banking services. Currently, the models that illustrate resistance to innovation tend to focus solely on functional aspects; however, these models can be improved by incorporating emotional aspects.
Highlights
There are two main theoretical streams dedicated to understanding the intention and behavior related to the use of innovative products and services: the first, represented by a greater number of published articles, explains acceptance and use; the second, which has gained attention only in recent years and is still little explored, pursues the understanding of resistance factors to use (Castro, 2018)
Castro, Zambaldi, & Ponchio, (2020) proposed the addition of emotional barriers in the analysis of functional and psychological barriers. In line with these recent theoretical developments, our research aims at investigating the active resistance to the adoption of services that involve technology based on functional, psychological and emotional barriers
Other nomenclatures and other facets of functional barriers are found in the literature, such as those of compatibility, codependency, communicability, visibility, convenience and accomplishment; they were not incorporated into the model of our study because we considered that they do not bring relevant marginal contribution to the first three, and do not compensate for the loss of parsimony or the elaboration of an excessively long and tiring survey questionnaire
Summary
Escola Superior de Propaganda e Marketing – ESPM, Sao Paulo, Brazil, and Mateus Canniatti Ponchio. Postgraduate Program in Business, Escola Superior de Propaganda e Marketing – ESPM, Sao Paulo, Brazil and Technology and Data Science, Escola de Administracao de Empresas, FGV-EAESP, Sao Paulo, Brazil
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