"I just don't like digital-only banks, and you should not use them either": Traditional-bank customers' opposition to using digital-only banks. (March 2021) - Nel, Jacques
Abstract: To succeed in the long term, it will be important for digital-only banks to prevent and overcome traditional-bank customers' resistance. Against this background, this study investigates traditional-bank customers' negative attitude to using a digital-only bank, based on the evaluation of product-specific adoption barriers, influencing opposition to the use of digital-only banks. The study confirmed the theoretical importance of negative attitude as an important determinant of traditional-bank customers' opposition intention. The image barrier had the strongest influence on negative attitude, while the results did not show empirical support for the role of the usage barrier as a determinant of negative attitude. Highlights: Negative attitude was a strong determinant of digital-only bank opposition. Psychological barriers were the strongest determinants of negative attitude. Image barrier was overall the strongest determinant of negative attitude. Value barrier was the strongest functional barrier influencing negative attitude. Usage barrier did not influence negative attitude.