The presumed dominant role of usability attributes (ie usefulness and ease of use) in predicting consumer adoption of a technologically based innovation (eg internet banking — IB) is reexamined, by using an extended framework, which, apart from usability, incorporates the social and psychological aspects of the adoption process. Furthermore, given that IB has been around for almost a decade, it is high time to update the profile of the potential adopters. Results, underscore the role of social factors as predictors of potential IB adopters, whereas the demographic profile of future IB adopters displays important differences compared to that of those already using IB. Possible explanations are discussed, along with implication for practitioners and suggestions for future research.
|Publication status||Published - May 2007|
|Event||36th EMAC Annual Conference 2007 - Reykjavik University, Reykjavik, Iceland|
Duration: 22 May 2007 → 25 May 2007
|Conference||36th EMAC Annual Conference 2007|
|Period||22/05/07 → 25/05/07|
|Other||Flexible Marketing in an Unpredictable World|
- extended innovation
- internet banking adoption
- personal characteristics
Gounaris, S., & Koritos, C. (2007). Using the extended innovation attributes framework and consumer personal characteristics as predictors of internet banking adoption. 36th EMAC Annual Conference 2007, Reykjavik, Iceland.