Innovation resistance and mobile banking in rural Colombia

Abstract

Abstract This research examines innovation resistance to a mobile banking and digital money initiative in rural communities. Despite studies on the impact of mobile banking applications on increasing financial inclusion, there is still a dearth of research on why innovation resistance persists in traditional, rural communities, particularly with respect to gender. This qualitative case study uses semi-structured interviews, participant observation, and semiotics to unpack the causes of resistance in a rural town and use this experience to elaborate on existing innovation theories. We conceptualise four factors that contributed to innovation resistance and highlight the need for a multi-faceted approach to addressing financial isolation in rural sectors. The themes embodied within these factors include the reconfiguration of rural life, the dematerialisation of cash, local and regional politics and gender relations. This case serves as an example of the historical situatedness of knowledge and the intersubjective nature of human and social relations that affect technology acceptance. This is one of the first studies to apply active and passive innovation resistance literature to a rural context. We hoped to have emphasised a need to rethink digital initiatives for financial inclusion in rural communities. Furthermore, the idiosyncrasies of this case call for revisiting mainstream innovation resistance models to draw on interdisciplinary approaches that facilitate financial inclusion for marginalised communities.