The effect of User's Informational‐Based Readiness on innovation acceptance

Purpose – The purpose of this paper is to attempt to introduce a new approach to User's Informational‐Based Readiness (UIBR) for investigating the acceptance of marketing innovations such as Internet Banking (IB) services. Design/methodology/approach – The UIBR construct involves four dimensions that it is proposed influence the potential adopters' intention to adopt IB. The study employed the quantitative method where convenience sampling and self‐administrated survey questionnaires were sent to 1,000 bank account holders in Yemen. Findings – The findings reveal that both intention and attitude are positively related to all variables of interest and are significantly related to all investigated variables. Furthermore, the multiple regression findings moderately supported that all alternative hypotheses of interest and their sub‐hypotheses are accepted, regarding both the individual's intention and attitude towards the adoption of IB. Research limitations/implications – This study does not examine the formal relationship between Intention and Attitude and the sample size could have been larger. Practical implications – The results strengthen the study's argument that the four UIBR dimensions significantly affect a person's intention and attitude towards IB‐use. Originality/value – Previous studies that sought innovation adoption did not give much concern to the UIBR. This study makes a valuable contribution in the field of marketing by implementing the four UIBR components in the management area as a tool to evaluate the performance and marketing strategy of firms, and also to evaluate to what extent consumers are ready to accept the products or the services introduced.