The adoption of direct banking services

Andy Lockett · Dale Littler

229 citations0/0 files storedJournal of Marketing Management

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Innovation Diffusion and Forecasting

Abstract

The adoption of new products and services is of increasing importance to many industries. This is especially so for those organisations that are marketing technological innovations. In this paper a model of the perceived innovation attributes and the personal characteristics of adopters and non‐adopters was developed, based on literature and consumer research. These are then tested using a questionnaire concerned with the UK market for direct banking services. The results are presented in detail which indicate that the model presented is an excellent predictor of adoption behaviour. From these results a number of interesting implications have been highlighted for marketing practice.

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References

1983Limited-dependent and qualitative variables in econometrics 1963Diffusion of Innovations 1983The diffusion of innovations 1982Contestable Markets and the Theory of Industry Structure 1978Innovativeness: The Concept and Its Measurement 1983Characteristics of Adopters and Non-Adopters of Home Computers 1974Perceived Innovation Attributes as Predictors of Innovativeness

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