The role of information in mobile banking resistance

Purpose – Adopting technological service innovations entails substantial learning effort requiring information and guidance from the provider. The purpose of this paper is to investigate the effect of information and guidance offered by a bank on five adoption barriers – usage, value, risk, tradition, and image – in a mobile banking context. Design/methodology/approach – The measurement development and hypotheses were based on consumer resistance theory and the earlier literature on internet and mobile banking. A large empirical study on bank customers with 1,551 effective observations was conducted. The measure items were validated by measurement model and hypotheses were tested using structural equation modelling. Findings – The results show that the information and guidance offered by a bank has the most significant effect on decreasing the usage barrier, followed by image, value and risk barriers respectively. The information and guidance showed no effect on the tradition barrier. Originality/value – This paper provides further understanding of how the information and guidance of a bank affect consumer attitudes and resistance in particular, on mobile banking. It also has implications for management in overcoming resistance to mobile banking.