“I just don't like digital-only banks, and you should not use them eitherâ€: Traditional-bank customers' opposition to using digital-only banks

Jacques Nel and Christo Boshoff

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: To succeed in the long term, it will be important for digital-only banks to prevent and overcome traditional-bank customers' resistance. Against this background, this study investigates traditional-bank customers' negative attitude to using a digital-only bank, based on the evaluation of product-specific adoption barriers, influencing opposition to the use of digital-only banks. The study confirmed the theoretical importance of negative attitude as an important determinant of traditional-bank customers’ opposition intention. The image barrier had the strongest influence on negative attitude, while the results did not show empirical support for the role of the usage barrier as a determinant of negative attitude.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s096969892031376x

DOI: 10.1016/j.jretconser.2020.102368

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