Analysis of Consumer E-Lifestyles and Their Effects on Consumer Resistance to Using Mobile Banking: Empirical Surveys in Thailand and Taiwan

Chian-Son Yu ； Chien-Kuo Li ； Wachara Chantatub

《International Journal of Business and Information》 10卷2期 (2015/06) Pp. 198-232

https://doi.org/10.6702/ijbi.2015.10.2.3

並列摘要

Given that the diffusion rate of mobile banking is slow and research on mobile banking is dominated by the perspective of innovation adoption, this study examines the effects of consumer e-lifestyles on consumer resistance to mobile banking, using the perspective of innovation resistance. From a survey of nearly 1,900 Thai and Taiwanese respondents, this study discovered five principal factors that significantly influence and shape people's e-lifestyles. The influence of each of these factors is unequal and differs between Thai and Taiwanese respondents. The results indicate that, in Thailand, e-lifestyle significantly moderates the effects of traditional, image, and usage barriers to consumers' resistance to using mobile banking; whereas, in Taiwan, e-lifestyle significantly moderates only the effects of traditional and usage barriers. The research has implications for banks in designing effective service and marketing strategies.

並列關鍵字

E-lifestyle ； innovation resistance ； mobile banking ； lifestyles

參考文獻

Ahmad, N.,Omar, A.,Ramayah, T.(2010).Consumer lifestyles and online shopping continuance intention.Business Strategy Series.11(4),227-243.

Al-Jabri, I.M.,Sohail, M.S.(2012).Mobile banking adoption: Application of diffusion of innovation theory.Journal of Electronic Commerce Research.13(4),379-391.

Allen, C.T.,Machleit, K.A.,Kleine, S.S.(1992).A comparison of attitudes and emotions as predictors of behavior at diverse levels of behavioral experience.Journal of Consumer Behavior.18,493-504.

Allred, C.R.,Smith, S.M.,Swinyard, W.R.(2006).E-shopping lovers and fearful conservatives: A market segmentation analysis.International Journal of Retail & Distribution Management.36(4),308-333.

Amin, H.,Hamid, M.R.A.,Lada, S.,Anis, Z.(2008).The adoption of mobile banking in Malaysia: The case of Bank Islam Malaysia Berhad.International Journal of Business and Society.9(1),43-53.