Academic journal article International Journal of Business and Information

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

Academic journal article International Journal of Business and Information

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

Article excerpt

ABSTRACT

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.

Keywords: E-lifestyle, innovation resistance, mobile banking, lifestyles

1. RESEARCH BACKGROUND AND PURPOSE

Mobile banking is a system that allows customers to access banking services through a mobile device such as a mobile phone or tablet. With the rapid and large penetration of mobile devices, banks have realized that mobile banking has a high and favorable commercial opportunity, particularly in light of the increasing costs of operating bank branch offices and increased competitive pressure in the financial service industry. During the last decade, therefore, banks have spent a large amount of money developing mobile banking systems to provide customers various mobile banking services.

Although mobile banking enables people to use banking services with certain advantages (e.g., without the time and location limitation) over other banking channels (e.g., physical banking branches, auto-teller machines, and Internet banking), market reports have indicated that the use rate of mobile banking has grown substantially slower than expected [Lassignardie and Desmares, 2012; Google and Ipsos, 2013; Jupiter Research, 2013]. Even in the United States, the adoption rate of mobile banking was only 20% in 2011 and 33% in 2013 [Ragusa, 2013]. The adoption rate of mobile banking in Taiwan was around 40% in 2013 [Yu, 2015a] and 45% in 2014 [Yu and Chantatub, 2015]. In Thailand, the adoption rate in 2014 was approximately 40% [Yu and Chantatub, 2015]. Compared with other innovative mobile services (i.e., instant messages and micro-blogging), the adoption rate of mobile banking is growing relatively slowly and can be considered as a slow-diffusion innovative service [Yu and Chantatub, 2015].

Considering that a slow-diffusing innovation is a resistant innovation [Garcia et al., 2007], the current study focuses on the perspective of consumers' resistance to using mobile banking and examines the effects of consumer e-lifestyles on consumers' resistance to mobile banking. Lifestyle has been long considered an important determinant and a better predictor than demographic information [Lazer, 1963; Jih and Lee, 2003; Pandey and Chawla, 2014]. Consumer lifestyles have been studied in various contexts over several decades [Pandey and Chawla, 2014]. Although employing lifestyle to analyze consumers has been proved very useful in many instances in marketing literature and is capable of giving a competitive edge [Brengman et al., 2005; Pandey and Chawla, 2014], using the traditional lifestyle instrument to assess people's lifestyles shaped by current technological environment may not be adequate [Brengman et al., 2005; Allred et al., 2006; Ahmad et al., 2010; Yu, 2011; Ye et al., 2011; Pandey and Chawla, 2014; Yu, 2015b]. For this reason, e-lifestyle has recently been proposed as a more effective variable to predict or analyze consumer behavior.

Since mobile banking was perhaps the first commercial mobile service [Scornavacca and Hoehle, 2007], appearing immediately after short messaging service and wireless access protocol [Dasgupta et al. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.